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Hot talk or hot air: The relationshi...

Lyons, Jeffrey K.

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Hot talk or hot air: The relationship between values and listening to political talk radio.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Hot talk or hot air: The relationship between values and listening to political talk radio./
作者:	Lyons, Jeffrey K.
面頁冊數:	250 p.
附註:	Adviser: Jeffrey Wilkinson.
Contained By:	Dissertation Abstracts International68-03A.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3255556

Hot talk or hot air: The relationship between values and listening to political talk radio.
Lyons, Jeffrey K.

Hot talk or hot air: The relationship between values and listening to political talk radio. - 250 p.

Adviser: Jeffrey Wilkinson.

Thesis (Ph.D.)--Regent University, 2007.

Since the advent of Rush Limbaugh on AM radio in 1988, political talk radio (PTR) has grown from a cultural oddity to a recognized radio programming format, capturing 17-18% of the radio audience. Many studies have examined PTR, its rhetorical form, and its effects. To date, few studies have attempted to explain the consumption of PTR by examining audience values. This study of listener values, uses and gratifications, and political talk radio had three primary goals. First, the study investigated the relationship between values and choosing PTR programming. Second, the relationship between PTR listening and uses and gratifications was investigated. Finally, this study tested for associations between PTR listening and two items: political involvement and media cynicism. This study found that five universal values (Schwartz, 1992) were associated with PTR program choice. People who listened to liberal PTR hosts were found to be associated with universalism and hedonism. People who listened to conservative PTR hosts were found to be associated with security, tradition, and conformity. In addition, it was found that a model could be developed that could predict PTR program choice based upon audience values. Second, it was found that audiences listen to PTR for a variety of reasons, including mistrust of the mainstream media, information seeking, hearing the opinions of others, and gaining information and knowledge. It seems that people listen to PTR, primarily to seek information; they are also seeking information that is delivered in a manner that is consistent with their inner-directed value systems. Greater cynicism towards the mainstream media was found to be associated with greater listening to PTR. Finally, it was found that most PTR listeners are not more politically involved. However, when PTR callers were separated from the sample of PTR listeners, callers were found to be significantly associated with two measures of political involvement. These two measures were "contributed to a candidate" and "voted in the last presidential election."Subjects--Topical Terms:

1017395
Mass Communications.

Hot talk or hot air: The relationship between values and listening to political talk radio.
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502 $a Thesis (Ph.D.)--Regent University, 2007.
520 $a Since the advent of Rush Limbaugh on AM radio in 1988, political talk radio (PTR) has grown from a cultural oddity to a recognized radio programming format, capturing 17-18% of the radio audience. Many studies have examined PTR, its rhetorical form, and its effects. To date, few studies have attempted to explain the consumption of PTR by examining audience values. This study of listener values, uses and gratifications, and political talk radio had three primary goals. First, the study investigated the relationship between values and choosing PTR programming. Second, the relationship between PTR listening and uses and gratifications was investigated. Finally, this study tested for associations between PTR listening and two items: political involvement and media cynicism. This study found that five universal values (Schwartz, 1992) were associated with PTR program choice. People who listened to liberal PTR hosts were found to be associated with universalism and hedonism. People who listened to conservative PTR hosts were found to be associated with security, tradition, and conformity. In addition, it was found that a model could be developed that could predict PTR program choice based upon audience values. Second, it was found that audiences listen to PTR for a variety of reasons, including mistrust of the mainstream media, information seeking, hearing the opinions of others, and gaining information and knowledge. It seems that people listen to PTR, primarily to seek information; they are also seeking information that is delivered in a manner that is consistent with their inner-directed value systems. Greater cynicism towards the mainstream media was found to be associated with greater listening to PTR. Finally, it was found that most PTR listeners are not more politically involved. However, when PTR callers were separated from the sample of PTR listeners, callers were found to be significantly associated with two measures of political involvement. These two measures were "contributed to a candidate" and "voted in the last presidential election."
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