Factors influencing selective exposure to informative TV programs among urban women

• Main Authors: Waesohoh, Amad-isma-ael, Kamaruddin, Azlina, Wok, Saodah
• Format: Conference or Workshop Item
• Language: English
• Published: 2007
• Subjects: H Social Sciences (General)
• Online Access: http://repo.uum.edu.my/16157/1/64.pdf; http://repo.uum.edu.my/16157/

There are various ways to gain information nowadays in the era of information technology.It depends on who prefers which channels according to their tastes, comfortable, interests and so on. Different people have different channels for gaining information, as well as women that have their own styles of accessing information. Exposure to their favorite TV programs is one way of doing it.It is easy, interesting and can be catching up to the current news.However, a frequent explanation for the failure of influencing communications to produce significant attitude change has been that messages conveyed by the mass media permit the operation of the selective-exposure phenomenon (James & Samuel, 2003).These phenomena occur when there are some factors which influence people to expose themselves to the media content.Hence, this research attempt to focus on two major factors, age and education, in order to test the hypotheses which are highly related to selective exposure theory. Beside that, TV credibility also give an affect for the audience to select which TV programs portray messages that are suit with their preferences.TV credibility includes trustworthiness, accuracy and bias of TV viewing their content.All of these matters will be discussing further and focus on urban women and their TV programs preferences.Recently, urban women become very selective and they just choose TV programs which can fulfill their needs and interests.It is well known that urban women have a very less time to watch TV for any purposes. They have to think about their careers, family and life concurrently.Simultaneously, they will have less time to watch TV as one of the famous media. Thus, after realizing that this problem is happening in the real world, the decision had been made to conduct a research focus on exposure to TV programs of urban women according to their preferences.However, this study just focused on informative TV programs such as news and documentary