Munich Personal RePEc Archive

Receptarea soap-opera de către tineri. Studiu de caz: „Beverly Hills”

Branea, Silvia (2003): Receptarea soap-opera de către tineri. Studiu de caz: „Beverly Hills”. Published in: Romanian Journal of Journalism and Communication , Vol. Year 2, No. Spring (2003): pp. 121-128.

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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.

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