Gutman, J. (1973). Self-concepts and television viewing among women. Public Opinion Quarterly, 37 (3), 388-397.

Abstract:  Studied television viewing considered as value-expressive behavior to examine whether (a) personality variables may help to distinguish between viewers and nonviewers and (b) information about the self-concept of TV viewers (both light and heavy watchers) might lead to new ways of categorizing both TV programs and the people who watch them. It was hypothesized that light viewers would be expected to describe themselves as achieving more than heavy viewers and that heavy viewers might find their satisfactions in friendships. Information concerning television habits and self-descriptive personality traits was collected. Comparisons were made between a group of 176 light viewers (no TV viewing on day previous to interview) and 160 heavy viewers (more than 5 hrs viewing on previous day). The hypotheses were supported: heavy viewers were more socially oriented while light viewers were more oriented toward doing things. (20 ref) (PsycINFO Database Record (c) 2004 APA, all rights reserved)