Journal of Mass Communication & Journalism

Elizabeth A Thomas

Publications

• Research Article
  DVR Pilot Study: Measuring Uses and Gratifications of Digital Video Recorders in Modern Television Viewing
  Author(s): Elizabeth A ThomasElizabeth A Thomas
  
  The use of digital video recorders (DVRs) has caused concern among advertisers and the television industry. Many have argued that the 30-second ad is no longer effective because users of digital video recorders are fastforwarding though commercials. This denies the potential actual usage of the DVR in modern television viewing. Bio-metric research has suggested that it is not the behavior of fast-forwarding that matters most, but actual viewing patterns and choices viewers make coupled with memories of previously-viewed advertisements. In the process of fast-forwarding, viewers must pay attention to passing images and are capable of not only recognizing advertisements but altering their viewing to incorporate DVR use. DVRs are used in order to view specific advertising content based on multiple factors, including past emotional memories. Visual cues within advertising are often provoc.. Read More»
  DOI: 10.4172/2165-7912.1000109

  Abstract PDF