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Television, Children, and Parents. a Report of the Viewing Habits

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Television, Children, and Parents. a Report of the Viewing Habits DOCUMENT MOE ED 158 730 ; IR 066 1'9; AUTHOR Mohr, Phillip J. v TITLE Television; Children, and Parents. A Report ofthe Viewing Habits, Program Preferences, and Parental, Guidance of School Children in the Foiirth through the. Ninth Grades in Sedgwick County, Kansas (November, 1976). INSTITUTION Wichita State Univ., Kans.. SPONS'AGENCY American Broadcasting Co., New York, N.Y. PUB DATE 1 Jun 77 NOTE 483p. /EbRS PRICE MF-$1.00 Plus:Postage. BC Not Available from EDRS. DESCRIPTORS Age Differences; *Behavior Patterns; *Children; -,CommerCial Television; Parent Attitudes;*Parent ,Influence; *Parents; Sex Differences; Statistical Analysis; *Television Research; Television Surveys; *Television Viewing; Viewing Time ABSTRACT Television viewing habits, 'program pref6rinces, and parental guidance at 5,167 randomly selected urban/rural,Kansas/ children in grades 4-9 were studied. Data collected. by the s / administration of structured questionnaires to the childret in 254 classrooms and separate questionnaires completed by 4,882 of the childrens' parents indicated that:(1) -the children devoted approximately 3-1/2 hours daily to television;(2) parental limitations on viewing times were more stricton nights before school days--70% and 90%, of the children and parents, respectively,reported that viewing must cease at or before 10:00 p.m.--thanon nights before non-school days--no parental limitationson viewing times were reported by 60% to 70% of the respondents; 43) parents and children frequently differed in program preferences, suggesting difficulties for broadcasters in providing "common denominator"programs appropriate for family viewing; and (4)80% to 90% of parents and children reported no parental guidance on 68 evening and 24Saturday morning programs listed on the questionnaires. Demographicanalyses of the data are also reported. (Author/CMV) *********************************************************************** * Reproductions supplied by-EDRS ate the best thatcan be made * from the original document. -* *************4****************************************10*********4;***** T E L -E V .0 10 N, H1 LpRE A 1\1 D PAREN'TS U.S. DEPARTMENT OFFIEALTP EDUCATION & WELFARE NATIONAL INSTITUTE OF EDUCATION THIS DOCUMENT' HAS BEEN REPRO._ DUCED EXACTLY AS RECEIVED FROM THE PERSON OR ORGANIZATION ORIGIN. ATING IT POINTS OF VIEW OR OPINIONS STATED DELNOT NECESSARILY REPRE- SENT OFFICIAL NATIONAL INSTITUTE OF EDUCATION POSITION OR POLICY A Report 'of the Viewi g Habits, Pr gram Preferences, and of School Ch ldren in the Fourth throughthParent,ayGuidance'Ninth G ades in Sedgwick County; Kansas, . November, 1976 THIS .PERMISSION TO REPRODUCE BY MATERIAL HASBEEN GRANTED sro Philip 3:Mohr NALRESOURCES TO THE EDUCATIO (ERIC) AND INFORMATION CENTER USERS OF THE ERICSYSTEM.... Dr. Phillip JJ. Mohr Department of Speecb,Communication Wichita State ;Oniversity Wichita, 'Kansas June y, 1977 ft a r 11 \-' ACKNOWLEDGMENTS Throughout the term of this study, from conception to delivery, there were many sources of material and moral support to whom I wish,to express my appreciation. The ABC Television Network provided the initial stimulus in soliciting research studies which would offer additional insight into the impact of television u on society, especially children. Without the award of . $20,000 byBC-TV, this study. probably would have remained an unfulfilled curiosity f mine. Special recognition goes to Mr. Marvin Mbrd, Vice f.'esiden for Research Services, and to Mr. Rerman Keld, Director of rimary and Social'Researdh, and their associates, who faithfully provided the fi ancial wherewithal on schedule, and meticulously honored the :S4 netwd k's commitment to respect ihfautonomy and academic integrity bf Wich to State University in the conduct of the study. A number of my academic colleagues were prominent in the logistic and *admini.strative areas. Dr. L. M. Benningfield,-Dean of the-Graduate School, was instrumental in securing the commitment-of university research funds to supplement the ABC-TV award, Dr,-1°.JJ. Magelli, Dean of Fairmount College of Liberal Arts and Sciences, and his Associate Deans--Dr. J. J. Snyder, Dr. M. A. Reif, and Dr. R. M. .Smith--provided extensive administrative support and expedited the submission of the research proposal. Fredertck Sudermann, Director of Research and Sponsored Programs, and his associates -at Wichita State University,!Ms. Diane Lewis and Ms.,Phyllis- -Schneider, handled he accounting of receipts and expenditures, and succestf ly contained my impulses within budgetary limits. Mr. Carroll R. Gunter `Scientific Programmer of the,University's Digital Computer Center, provided invaluable assistance in coordinating the key-punching of over 40,000 data cards, and programmed the seemingly endless crost-t.tabulations that I requested. All of thefinncial, logistic,,and administrative support of the pniversity.lind the network would have been for naught without the requisite approval and cooperation of the administrators and instructors in the ten unified school districts (SP) in Sedgwick County. To the following superintendents, and through'tbem to the principals and instructors in their districts, I convey my prOfound appreciation: h. 4 Dr. Alvin E. Morris, USD 259, Wichita, Kaws Mr. Loren L. Van Petten, USD '260, Derby, Kansas Dr. dames F. Shoemake, USD 261, Haysville, Kansas Mr. James Jerome, USD 262, Valley'Center, Kansas Mr. Dean Parks, USD 263, Mulvane, Kansas Me. M. L. Williams, USD 264, Clearwater, Kansas C Mr. Calvin Vogelgesang, USD 265, Goddard, Kansas Mr. Bill D. Meggenberg, USD 266, Maize, Kansas Mr. Gerald L. Kerschen, USD 267, Andale, Kansas 'Mr. William S. Neuenswander, USD 268, Cheney, 'Kansas' Special recognition is given to Dr. A. W. Dirks,"Director of Research, Planning, 'and Development Services, and _Mr. Carroll Liechti, Director of-. Administrative Research--both of.the Wichita school' system.,These gentlemen codrdinated the random selection of classes in USD 259, and provided\ helpful suggestions on the conduct of the survey, based on their extensive experience with research'studies of students in the public schools. The following principals'and.instructors ,.in Wichita were most cooperative in making their classes available for the September- pretest ofthe questionnaires, associated materialS', and Administrative procedures which ultimately were incorporated in the survey in mid-November: ' Mr. Willard I. Brooks, Principal,_eind Ms. Deloris. Morris, Instructor of the fourth grade, Carter ElementarNchool. /7 Mr. ,DaOd H. Lawson, Principal, and Ms. Denise E. Wells, Instructor of the sixth grade, Adams. Elementary School. Mr. Donald Wischmeyer, Principal, and Ms. Darla RoSendahl, Instructor of the sixth grade, Holy CrosS Lutheran School. Dr. Donna J. Copley, Principal, and Ms.-Janice K. Clark, Instructor of the eighth grade, Brooks Junior High School. During the 1976-77 academic year, eleven graduate students and majors in communications were enrolled in Speech 672, "Practicum in Audience Measurement," a course for which I was the instructor. This was a unique situation for them,ses it provided experience in "the real thing," in contrast to the normal, hypothetical, classroom exercises. ?Learning by doing"was the modus operandi of tAe course, and these fine students spent, countless hours in all stages of the project--from philosophical discussions of research rationale to the tediou§0.but essential tasks of stuffing envelopes, assembly of packets for the selected cAasses, editing of over -10,000 six-page questionnaires,arid transfers of data from computer ' printouts.to the tables which figure so prominently in this report (as the readprs will soon sqe). The students also were given assignments to, prepare preliminary evaluations of data, and I acknowledge the incorporation of their findings into the analyses provided,in Chapters III through IX. The-student who I salute with a hearty "well done" were, in alphabetical order: Deborah D..Bardo Evelyn Hamilton Dale L. Barnes Melford G. Holmes Linus H: Brandt Mary J. Loomis Sandra G.-DeVore Roy H. Messmore _Todd K. Duke Jack D. Oliver Randy B. Gaines iv From August through. February, Deborah Bardo also served as my 'research assistant and cheerfully and ably responded to my requests for resolution of the myriad of administrative details associated_ ith the study. In March, she joined her husband, a Fulbright Scholar,' at Monash University in Australia. "Debbie" did a superb job, and she was sorely missed in the later stages of the kroject. Certainly not least to be acknowledged are.the diligence and competence ,of%Bonnie G. May who undertook the forbidding task of typing the final manuscript, including the spacing of ninety-one tables heavily laden with. statistical data. Lf readers.e4ertence optic fatigue in exploring those tables, they can empathize with Bonnie. 2 ti Finally, I wish to express my appreciation to the parents and their children who participated in'the survey. Although they will remain forever anonymous, they ultimately'were responsible for the findings of the study. Without them, of course, this report would not have been possible. Again, to all, my most sincere "thanks"! e. Phillip J. Mohr June 1, 1977 TABLE 'OF 'CONTENTS 'Page ACKNOWLEDGMENTS 1. ... ii .LIST_OF TABLES LIST OF TTRATIONS Chapter I. INTRODUCTION 1 -Origin, Ration le, and Objectives of this Study Review of Releant Literature Scope and Loc le of the Investigation Sedgwick County revisited Description of the survey locale Epilogue,to a Pi.oloque II. METHODOLOGY
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