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Television Versus the Internet by Barrie Gunter

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2

The importance of television and the Internet to media consumers

The basis of any loyalty to television can be expected to stem from people’s perceptions of how important it is to them. How much is television valued by its viewers? Are there particular aspects of television that are important to viewers? Similar questions will also be asked about the Internet. This chapter will present evidence from a number of sources, both academic and industry-based, on how important television is perceived to be in general and about the importance attached to specific aspects of the medium’s outputs. What happens also if the medium is taken out of people’s lives? Do they miss it? Evidence on these questions will be presented from technology deprivation ...

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