James and Lyndsey-Warren


  • Program genres and media fragmentation (through the use of technology) partially mediate the relationship of television viewership and multicultural consumers.
  • Specific program genres predict higher levels of media fragmentation, as demonstrated by the authors’ “multistep mediation” model, which takes into account viewers’ uses and gratifications (e.g. music programming, live sports) and the technology used for daily viewing.
  • The media research industry is encouraged to develop a television measurement standard that incorporates the multiculturalism of the audience, the impact of the genre, the use of technology, and the influence of demographics.
  • Context planning can leverage diverse audiences for multicultural media scheduling.