Departmental Papers (ASC)

Document Type

Journal Article

Date of this Version

6-1986

Publication Source

European Journal of Communication

Volume

1

Issue

2

Start Page

151

Last Page

171

DOI

10.1177/0267323186001002004

Abstract

This article analyses discussions of an episode of Dallas by focus groups of different ethnic origins in Israel and the United States. It identifies four rhetorical mechanisms by which viewers may 'involve' themselves in or 'distance' themselves from the story: referential v. critical framings; real v .play keyings; collective' or universal v. personal referents; and normative v. value-free evaluations. Use of these mechanisms varied across the groups, and when the cultures were arrayed along a multidimensional involvement scale overseas viewers appeared to be more involved in the programme than Americans. Possible roles for involvement in the process of viewer susceptibility to programme messages are then discussed.

Copyright/Permission Statement

The final, definitive version of this article has been published in the Journal, European Journal of Communication, Vol. 1(2), 1986, © SAGE Publications, Inc. 1986 at the European Journal of Communication page: http://ejc.sagepub.com/ on SAGE Journals Online: < a href="http://online.sagepub.com/">http://online.sagepub.com/

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Date Posted: 19 April 2011

This document has been peer reviewed.