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By James Barter

A Medieval Knight.

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Thus, parasocial interaction can be viewed as a process of "imaginative" communication of the viewer with the TV person during the reception process (Krotz, 1996) which is characterized by the same cognitive and affective aspects as real social interaction (Horton & Wahl, 1986). 1 The following citations of the year of publication and pages refer to the reprint of Horton and Wohl's original article: Horton, D. & Wohl, R. (1986). Mass communication and parasocial interaction: ObselVation on intimacy at a distance.

24 Barrie Gunter Average score 40 30 20L---~~~~--~--~--~--~--~~~~--~--~ 1 3 5 7 9 11 13 15 17 19 21 23 25 Time segment _ Mean value ~ Upper 90'%0 limit -01- Lower 90% limit Standardlaad time ugmenl. Figure 1: Significant High and Low Points: Brookside The Coronation Street episode had one main theme and scored highly overall. There was, however, more variance in the scores than in the case of Brookside. The significant high points were associated with a quiz competition set in the public house which featured many of the major characters from the serial (see Figure 2).

Realism Characters Tension Involvement Coherence Tech. Prof. 30 .... 66.. • .. 4.. 4··.. 62·· .. 38· .. 8... 68.... 29*** -55··.. 28 Barrie Gunter A second multiple regression analysis examined predictors of viewing the previous week's episode of the soap opera. The independent variables were the same as the previous analysis. The results are presented in Table 2. The total amount of variance accounted for by the independent variables, as indicated by the adjusted R square, was generally smaller in respect of previous week's viewing compared with previous four week's viewing.

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