Abstract:

The present study shows a technique for studying the discrepancy between audience's and source's perception of communication. In the process of doing so findings are presented from a study of the perception of TV programs by the audience and by the producers. Tor the purpose of the study, 55 TV programs were selected. These programs were described on cards in the same way as they appear in the TV programs published in newspapers and TV magazines. Subsequently, a sample of TV viewers and one of producers were asked to judge the similarity among the programs.The paper presents mappings as well as hierarchical clustering of the programs. Since preferences for the different programs were measured, preferences of the different groups can be shown, too.