Media orientation and media use: Television viewing behavior of specific reader types from 1975 to 1995

Data from the 1975 and 1995 Dutch surveys were used to analyze the relationship between television viewing and reading behavior and the changes in this relationship over time. The central question of the article is, How do specific reader types differ in their television viewing behavior? This question is answered by using latent class analysis to identify the set of mutually exclusive latent classes of readers and by estimating the probability that each reader type will display a specific kind of content-related television viewing behavior. Kinds of print media and television programs are differentiated by referring to the extent to which they each focus on kinds of information or entertainment or both. Five reader types were identified according to how each specifically combines various reading items. Analysis of their television viewing behavior shows the existence of five audience segments with distinct background characteristics. The results give empirical substance to the notions of media orientation and audience segmentation; they document the overall decline in reading.