Yugoslav media study from the end of 60-ies finds that moderate viewing and listening boosts political activity but that heavy radio/TV exposure may substitute for involvement. Politically most active moderate radio listeners and TV viewers have also positive political attitudes, they are well educated,their income is high and they are well settled in their (urban) communities. Among heavy radio and TV consumers prevail older, less educated, and country-dwellers. They tend to use media as a substitute for other satisfactions and for friends lost or never won.
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