Abstract
The television systems of Sweden and the United States are different in very interesting ways, stemming from a combination of historical, economic, technical and cultural factors. This study investigated viewer behaviour in these two different systems, using variables constructed from television viewing diaries and questionnaire responses. Results showed five clusters of viewer behaviours for each country, with a general similarity in clusters between Sweden and the US. However, further analysis showed a surprising dissimilarity: while social class, gender and uses and gratifications all predicted viewer type in Sweden, none of these variables predicted viewer type in the US. The authors speculate that some of these differences may be structural, but others cultural.
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