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| Author: | Newhagen, J. Cordes, J. Levy, M. |
| Title: | Nightly@nbc.com: audience scope and the perception of interactivity in viewer mail on the internet |
| Journal: | Journal of Communication
1995 : SUMMER, VOL. 45:3, p. 164-175 |
| Index terms: | PERCEPTION INTERACTIVE COMPUTING COMMUNICATION |
| Language: | eng |
| Abstract: | A content analysis looked at 650 Internet mail messages sent to NBC Nightly News in response to an invitation during a series dealing with the impact of new technologies. Message indexes were created to reflect the scope of the audience they addressed. Macro-scopic messages were formal, dealt with political issues, and either did not mention technology or mentioned mass media. These messages resembled a letter to a newspaper editor. Mezzoscopic messages were positive and avoided political issues. |
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