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РЖ ВИНИТИ 15 (BI44) 95.12-04П1.122

Svensen, Stuart.
A content analysis of horoscopes [Text] / Stuart Svensen, Ken White // Genet., Soc., and Gen. Psycol. Monogr. - 1995. - Vol. 121, N 1. - P5-38 . - ISSN 8756-7547
Перевод заглавия: Контент-анализ гороскопов
Аннотация: Although horoscope columns are a pervasive commodity of the popular media, little scholarly work has been done to examine the phenomenon. Adorno (1974) attempted to identify the messages embedded in horoscope columns by a critical reading of 3 months of the writings of Los Angeles Times astrologer Carroll Righter. The present study used a computer-assisted content analysis to probe 3 months' output of Australian astrologer Kisha in the Brisbane Sun newspaper during 1989. Although this analysis revealed some minor differences between the messages of the two astrologers, it confirmed many of Adorno's key observations. In the messages that were analyzed, both Righter and Kisha used various devices to establish and maintain their authority over the reader. Anxiety-generating threats were alternated with irrational promises of gain, an implied high socioeconomic status was juxtaposed against the ultimate dependence of the readers on forces beyond their control, and constant exhortations to extraverted adjustment were combined with recommendations to reject one's past. The columns thereby appeared to be designed to generate dependence, helplessness, and blind obedience to authority in their consumers. Австралия, Dep. of Economics, Univ. of Wollongong, Northfields Avenue, Wollongong, NSW, 2522. Библ. 37

ГРНТИ	15.41.39

ВИНИТИ 151.41.39
Рубрики: КОММУНИКАЦИЯ
СРЕДСТВА МАССОВОЙ ИНФОРМАЦИИ
ГОРОСКОПЫ
ЧЕЛОВЕК

Доп.точки доступа:
White, Ken

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