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Ablex, Jan 1, 1988 - Language Arts & Disciplines - 316 pages
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This unique volume examines the process of cableviewing, the nature of cableviewers, and especially the viewing choice process. The concept of viewing style is introduced and individual differences in viewing style are examined. The research presented here represents the change from media effects studies to studies of users and user behavior.

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A Context for Studying Cableviewers
Viewing Style Differences between Radio
A Theoretical Overview of the Program Choice Process

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About the author (1988)

Carrie Heeter is Professor of Serious Game Design in the Department of Telecommunication, Information Studies, and Media, and Creative Director for Virtual University Design and Technology at Michigan State University.

Greenberg is distinguished professor of communication and telecommunication, Michigan State University, East Lansing. He is immediate past president and fellow of the International Communication Association.