초록

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Abstract ▼ AI-Helper

This study examines the cognitive structure of local television viewers on local broadcasting and local broadcasting stations through the online software laddering technique, and draws their hierarchical value map to find out ways of revitalizing local television broadcasting. The analysis of the mo...

This study examines the cognitive structure of local television viewers on local broadcasting and local broadcasting stations through the online software laddering technique, and draws their hierarchical value map to find out ways of revitalizing local television broadcasting. The analysis of the most prominent ladder reveals that the local viewers who considered comfortable life as a terminal value sought for convenience of communicating with local people and of understanding local public opinion, and community value/homogeneity. These benefits sought were possible to be attained by offering local viewers certain attributes of local broadcasting, such as local news and information. Therefore, local news programs, in the end, should be made, scheduled, and broadcast for local viewers to seek for comfortable life. Although the current study has some merits in terms of an attempt of a new method and audience-oriented approach, the composition of the sample should be noted as a major limitation.

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