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Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://citation.allacademic.com/meta/p488654_index.html Direct Link: HTML Code:

Chong, Cindy. and Cheng, Xiaoxuan. "Why Are We Still Watching TV? Television Connectedness Index and Our Changing Relationship With TV" Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA, May 25, 2011 <Not Available>. 2013-05-22 <http://citation.allacademic.com/meta/p488654_index.html>

Chong, C. C. and Cheng, X. , 2011-05-25 "Why Are We Still Watching TV? Television Connectedness Index and Our Changing Relationship With TV" Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA Online <APPLICATION/PDF>. 2013-05-22 from http://citation.allacademic.com/meta/p488654_index.html

Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: Traditional television is losing its dominant role in mass communication. Is it really dying? A quantitative research with 877 respondents in Beijing and Hong Kong was conducted to examine the habit of TV viewing according to four dimensions of integration, motivations, social interaction and affiliation. A summated scale, Television Connectedness Index (TVCI), is constructed to measure the importance of TV as a medium in our everyday life. The result shows that people are going to stay with their TVs despite of the fact that they are using more and more of the computer. The strength of TVCI lies in its ability to track our changing relationship with TV over time. We target to conduct the TVCI research on longitudinal studies regularly over time, so that different level of TVCI can be observed to document our connectedness with television.

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