The Selective Viewer

Abstract

This article reviews the literature on television viewer selectivity and links it to the findings of a Flemish survey. The article suggests that selective viewing does exist and that some viewers are more selective than others. At the same time the results show that the average viewer nevertheless watches a basic amount of most programme categories. Viewer selectivity is not necessarily efficient. Viewers develop viewing habits and as such may not watch their preferred programmes simply because they are not aware those programmes are broadcast. With respect to television effect theories the article suggests that the existence of selectivity does not necessarily reduce the `mainstream pull' of television. The VCR in particular may actually function as an accelerator of the potential effects of action drama.