Abstract
Variations in preferences for media content highlight the importance of how the diversity of the viewing audience affects exposure and responses to media content. Among the limitless ways in which audience members may differ, the personality characteristics of the viewer provide a vast and diverse means of predicting individuals' uses of, preferences for, and reactions to media content.
| Original language | English (US) |
|---|---|
| Title of host publication | The International Encyclopedia of Communication |
| Publisher | wiley |
| ISBN (Electronic) | 9781405186407 |
| ISBN (Print) | 9781405131995 |
| DOIs | |
| State | Published - Jan 1 2008 |
All Science Journal Classification (ASJC) codes
- General Social Sciences
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