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The development and adoption of direct broadcast satellites and satellite television programming in Malaysia.

机译：在马来西亚开发和采用直播卫星和卫星电视节目。

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摘要

The study investigates the factors that influence the diffusion and adoption of satellite television service in Malaysia. It also examines the time spent viewing satellite and public television in the presence of satellite television service. In addition, the study analyzes the broadcasting changes in Malaysia in terms of structure and policy between its introduction in 1963 and the development of direct broadcast satellites in 1996.;Based on a review of literature on diffusion of innovations theory, the study developed research questions and methods. The study employed a quantitative method in data collection and analysis. An audience survey was done in Subang Jaya, Malaysia.;The results show that socioeconomic and cultural factors are influential in determining the adoption of satellite television service. The socioeconomic factors identified are education, income, travels overseas, last trip overseas, media availability at home, age, marital status, race and language used at home. The cultural factors identified are television viewing hours, frequency of viewing foreign programs and motivation for entertainment. In determining the diffusion rate of satellite television service, the study finds that education, travels overseas, age, race and marital status are influential factors that determine how relatively early or late the adoption takes place.;The study also finds that the time spent viewing satellite television will depend on income, travels overseas, media availability at home, marital status, television viewing hours, frequency of viewing foreign programs, frequency of viewing alone and motivation for entertainment, escape, companionship and habit. The time spent viewing public television will depend on income, education, gender, race, television viewing hours, frequency of viewing with family and motivation for learning, talking about with friends, companionship and habit.;The study concludes that socioeconomic factors associated with income are the key factors that influence the adoption of satellite television service. Satellite television is often associated with entertainment, while public television is often associated with learning. Recommendations are made for future research.
机译：该研究调查了影响马来西亚卫星电视服务传播和采用的因素。它还检查了在有卫星电视服务的情况下观看卫星和公共电视所花费的时间。此外，该研究还分析了马来西亚在1963年问世与1996年直接广播卫星发展之间的广播结构和政策变化。基于对创新理论传播的文献综述，该研究提出了研究问题和方法。该研究在数据收集和分析中采用了定量方法。在马来西亚梳邦再也进行了一次受众调查。结果表明，社会经济和文化因素在决定采用卫星电视服务方面具有影响力。所确定的社会经济因素是教育程度，收入，出国旅行，出国最后一次旅行，家庭媒体的可用性，年龄，婚姻状况，种族和家庭使用的语言。确定的文化因素是电视观看时间，观看外国节目的频率和娱乐动机。在确定卫星电视服务的普及率时，研究发现，教育程度，出国旅行，年龄，种族和婚姻状况是决定采用这种方式的相对早晚的影响因素。研究还发现，观看电视所花费的时间卫星电视将取决于收入，出国旅行，在家中可获得的媒体，婚姻状况，电视观看时间，观看外国节目的频率，单独观看的频率以及娱乐，逃逸，陪伴和习惯的动机。观看公共电视所花费的时间将取决于收入，教育程度，性别，种族，电视观看时间，与家人一起观看的频率以及学习动机，与朋友谈论，同伴和习惯。；研究得出结论，与收入相关的社会经济因素是影响采用卫星电视服务的关键因素。卫星电视通常与娱乐相关，而公共电视通常与学习相关。为将来的研究提出了建议。

著录项

  • 作者

    CheLah, Nawiyah.;

  • 作者单位

    Ohio University.;

  • 授予单位 Ohio University.;
  • 学科 Mass Communications.
  • 学位 Ph.D.
  • 年度 2001
  • 页码 254 p.
  • 总页数 254
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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