Will choice be extended by cable
An article by Gareth Locksley in the June 1983 issue of Telecommunications Policy argued that a major benefit of cable TV for the UK viewer would be increased choice. In this response, Richard Collins questions wheather real choice will be extended by cable and examines the syllogism put forward by Locksley: cable = competition = efficiency = progress.
Cable as choice
The major benefit that cable TV has to offer the UK customer is choice. The question is: should choice be limited in any way? Vested interests in the television and film industry are pressing for restrictions on two 'no go' areas-live sport and first release films. Gareth Locksley argues that there is no case for restrictions, and that choice will benefit the television and film industries and the consumer.
Alcohol Advertising: Orientations and Influence
The paper presents an analysis of the effects of televised alcohol beverage advertising on the consumption of alcohol among a sample of US teenagers. While no effects of exposure on total consumption are demonstrated for the total sample, consistent with other research on alcohol advertising effects, the present analysis reveals the importance of ‘orientations towards advertising’ as linkages between exposure and consumption behaviour. Specifically, a social utility orientation, involving learning of normative expectations about drinking, and a vicarious utility orientation, involving identification with models in alcohol beverage commercials, are shown to be mediating factors which condition the effects of advertising exposure.‘Alcohol Advertising: Content and Controversy’, by the same author, appeared in the last issue of this journal.