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Receptarea soap-opera de către tineri. Studiu de caz: „Beverly Hills”
[Soap-opera reception by young people. Case study ''Beverly Hills'']

Author

Listed:
  • Branea, Silvia

Abstract

Besides the theoretical approach, the paper also includes an research conducted with students of the Faculty of Jornalism and Communication at the University of Bucarest. The main objective of this research was to determine the extent to which the media fiction (television series for youth) influence the attitudes of the public. The epistemological approach is based on three assumptions: 1. Attitude change caused by exposure to television is a process conditioned by the opinion leaders and the reactivity of the audience. 2. The flow of communication specific to structured group is the psychological mechanism which structuring values. 3. The effects of media (especially television) are enhanced or diminished by the positioning of the leaders of the group in respect of the values presented in episodes watched. Concerning the first hypothesis, after the research, we can not say that there is a link type „cause and effect” between students' exposure to messages television series „Beverly Hills 90210” and results. Regarding the second hypothesis we can see a partial validation. Also the third hypothesis was confirmed to a large extent, but noted that students condsider that a relatively large influence is supported by some agents of influence outside the university. The research found that although the research participants do not recognize the existence of some influence of television (and television series) on them, we can highlihht a persuasive moderate pressure from media of fiction.

Suggested Citation

  • Branea, Silvia, 2003. "Receptarea soap-opera de către tineri. Studiu de caz: „Beverly Hills”
    [Soap-opera reception by young people. Case study ''Beverly Hills'']
    ," MPRA Paper 42842, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:42842
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    Keywords

    television series for youth; attitudes; audience; media of fiction; influence;

    JEL classification:

    • P36 - Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty
    • I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • F54 - International Economics - - International Relations, National Security, and International Political Economy - - - Colonialism; Imperialism; Postcolonialism
    • H42 - Public Economics - - Publicly Provided Goods - - - Publicly Provided Private Goods
    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • D84 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Expectations; Speculations
    • J63 - Labor and Demographic Economics - - Mobility, Unemployment, Vacancies, and Immigrant Workers - - - Turnover; Vacancies; Layoffs
    • E24 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Employment; Unemployment; Wages; Intergenerational Income Distribution; Aggregate Human Capital; Aggregate Labor Productivity
    • Z0 - Other Special Topics - - General
    • J17 - Labor and Demographic Economics - - Demographic Economics - - - Value of Life; Foregone Income
    • Y80 - Miscellaneous Categories - - Related Disciplines - - - Related Disciplines
    • N94 - Economic History - - Regional and Urban History - - - Europe: 1913-
    • P10 - Economic Systems - - Capitalist Systems - - - General
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • J13 - Labor and Demographic Economics - - Demographic Economics - - - Fertility; Family Planning; Child Care; Children; Youth
    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • J12 - Labor and Demographic Economics - - Demographic Economics - - - Marriage; Marital Dissolution; Family Structure
    • N34 - Economic History - - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy - - - Europe: 1913-
    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
    • C92 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Group Behavior
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
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    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • R20 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - General
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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