You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Senioři jako čtenáři, posluchači a diváci hromadných sdělovacích prostředků / The Elderly as Readers, Listeners and Viewers of Mass Media
Sociologický Časopis / Czech Sociological Review
Roč. 34, Čís. 3 (ZÁŘÍ 1998), pp. 339-346
Stable URL: http://www.jstor.org/stable/41131407
Page Count: 8
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The elderly (people over 60) represent an essential part of readers, listeners, and viewers of the mass media. Although this group displays a very high index of consumption of mass media, they remain on the periphery of management interest within this sector of economy. This is due to the fact that elderly people are not a major target group for advertisers, who account for much of the income of the mass media. The author illustrates this using empirical data from research carried out in the North Moravia region.
Sociologický Časopis / Czech Sociological Review © 1998 Institute of Sociology of the Academy of Sciences of the Czech Republic