Social and Cultural Aspects of VCR Use

Social and Cultural Aspects of VCR Use

Social and Cultural Aspects of VCR Use

Social and Cultural Aspects of VCR Use

Excerpt

Although commercially available in the United States for more than a decade, videocassette recorder (VCR) sales continue to rise. Not surprisingly, therefore, interest in VCR use and its possible effects has not waned, on the part of both the academic community and media industries. The number of scholarly papers and articles about video increase each year. So do the number of articles on video in various trade publications. What's all the fuss about?

In addition to undertaking some of the pioneering studies about video use in this country, Levy (1987, 1989) has written cogently about the place of VCR research in the field of mass communication. Although concluding that video has not created a "revolution" in the ways in which people use media or in providing great diversity in what people view, Levy nonetheless has suggested that part of the interest in video comes from it providing a "fresh site" to test out some older theories, to see how video is or isn't like other technologies, and to explore the effects of video on different individuals or groups of people.

Meanwhile, the VCR has generated great interest among those in the various media industries. Television and film analysts want to know how much of a threat video poses to their respective shares of the entertainment audience. Advertising executives are concerned about the extent to which VCRs enable people to avoid ads and how this can be prevented, and those in the ratings industries have tried to cope with how to measure viewing in an age of video. Communications lawyers have struggled with the difficult issues of copyright and intellectual property created by the taping and replaying capabilities of VCRs. The rapid growth of video in . . .

Author Advanced search

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.