XN000022-1992-06-26 — Page 20

FRIDAY, JUNE 26, 1992

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PROFESSOR CHOW SAID THE SURVEY ALSO REVEALED THAT 81 PER CENT OF THE YOUNG PEOPLE HAD A VIDEO RECORDER OR LASER DISC PLAYER AT HOME, AND THEY WERE GIVEN A HIGH DEGREE OF FREEDOM IN OF THEIR CHOICE.

THE SURVEY ALSO AIMED AT SOLICITING YOUNG ON THE VARIOUS MODES OF MASS MEDIA.

"IN GENERAL, THEY CONSIDER NEWSPAPER INFORMATION MEDIUM BUT NEITHER IS IT ENTERTAINING TASTE,

HE SAID.

RENTING VIDEO TAPES

PEOPLE'S ASSESSMENT

A CREDIBLE AND NOR SUITING THEIR

"MAGAZINE RANKS MODERATELY IN TERMS OF ENTERTAINMENT, WHILE COMIC BOOK IS REGARDED AS ENTERTAINING BUT LACKS EDUCATIONAL VALUE.

"FOR THE ELECTRONIC MEDIA, YOUNG PEOPLE FOUND THAT RADIO IS INFORMATIVE WHILE TELEVISION IS WELCOMED BY MOST AS ENTERTAINING, CREDIBLE, MEETING THEIR NEEDS AND ΤΟ SOME EXTENT EDUCATIONAL, HE ADDED.

PROFESSOR CHOW SAID THEY ALSO TRIED TO FIND OUT IN THE SURVEY THE RELATIONSHIP BETWEEN MEDIA CONSUMPTION AND CERTAIN ATTITUDES OF YOUTH.

HE SAID: "DIFFERENT MEDIA USES ARE FOUND TO BE ASSOCIATED WITH CERTAIN ATTITUDES.

"FREQUENT TELEVISION, COMIC AND MOVIE CONSUMERS TEND TO ACCEPT THE 'NONSENSE' SUB-CULTURE.

"THOSE WHO FREQUENTLY READ COMIC BOOKS AND MAGAZINES, OR SEE MOVIES AND VIDEO TAPES TEND TO HAVE A HIGHER DEGREE OF ACCEPTANCE OF BEFRIENDING TRIAD MEMBERS."

MOREOVER, PROFESSOR CHOW SAID IDOL ADMIRATION WAS MORE COMMON AMONG YOUNG FEMALE RESPONDENTS AND POP SINGERS WERE MOST FAVOURED.

THE FINDINGS ALSO INDICATED THAT THE ADORATION OF SINGERS WAS NOT SO MUCH RELATED TO NEWSPAPER USE BUT TELEVISION EXPOSURE.

ON THE KNOWLEDGE OF CURRENT AFFAIRS, THE FINDINGS SHOWED THOSE WHO READ NEWSPAPERS FREQUENTLY WERE MORE KNOWLEDGEABLE.

REFERRING TO THE INITIAL OBSERVATIONS OF THE WORKING THE SURVEY FINDINGS, PROFESSOR CHOW SAID TELEVISION APPEARED TO BE OMNIPOTENT MEDIA FOR YOUNG PEOPLE AND MESSAGES PUT ACROSS TELEVISION PROGRAMMES WOULD HAVE A GREAT IMPACT ON YOUNG PEOPLE.

THAT

ON

AN IN

"PROGRAMME PRODUCERS SHOULD THEREFORE BE WATCHFUL IN DESIGNING THE CONTENTS OF THEIR PROGRAMMES.

"SINCE YOUNG PEOPLE HAVE A STRONG PREFERENCE FOR ENTERTAINING ELEMENTS, WE FEEL THAT EDUCATIONAL MESSAGES COULD BE MORE EFFECTIVELY CONVEYED TO YOUTH IF THEY ARE PRESENTED IN AN ENTERTAINING MANNER.

"MOREOVER, IT IS DESIRABLE TO EXPLORE WHETHER EDUCATION ON CHOICE AND USE OF MEDIA SHOULD BE PROMOTED IN HONG KONG," HE ADDED.

THE

/YOUNG PEOPLE

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