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| Tekijä: | Dupagne, M. |
| Otsikko: | Effect of three communication technologies on mass media spending in Belgium |
| Lehti: | Journal of Communication
1997 : AUTUMN, VOL. 47:4, p. 54-68 |
| Asiasana: | TECHNOLOGY COMMUNICATION BELGIUM |
| Kieli: | eng |
| Tiivistelmä: | this study assessed the impact of color television, cable television and the videocassette recorder on consumer mass media spending in Belgium. Using the concept of functional equivalence for theoretical guidance, it hypothesized that the introduction of these three communication technologies would not affect the overall level of mass media expenditures over time, as consumers are expected to compensate for these new expenditures by curtailing spending on traditional media. |
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