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Communication Research
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Television Shopping

A Media System Dependency Perspective

AUGUST E. GRANT

K. KENDALL GUTHRIE

SANDRA J. BALL-ROKEACH

The television shopping phenomenon is analyzed in terms of media system dependency theory. The analysis begins with a discussion of potential changes in structural relationships within the media system introduced by television shopping. We discuss how these structural changes imply changes in microlevel dependency relations. A hierarchy of dependency relations is proposed, with television dependency leading to dependency upon a genre of TV programming and, ultimately, to the development of parasocial relationships with the hosts of specific programs. Using measures of television dependency, parasocial interaction, demographic variables, and buying behavior, a model is proposed and tested upon a random sample of viewer-buyers from a major television shopping service to explain the relationships among the viewer-buyer, the television shopping program, and the television medium. Results indicate that genre dependency plays a central role in the pattern of relationships.

Communication Research, Vol. 18, No. 6, 773-798 (1991)
DOI: 10.1177/009365091018006004
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