This series delves into the complexities of the human psyche, exploring the intricate social interactions that shape our behavior and cognition. It offers a fascinating look at how individuals function within groups and how these dynamics influence society at large. Each volume presents cutting-edge research and theoretical insights from leading experts in the field. This collection is essential reading for anyone seeking a scientific understanding of human social behavior.
Focusing on soap operas, the book delves into the concept of 'parasocial interaction' where viewers form one-sided relationships with television characters. It examines the dynamics of the 'active viewer' and how television texts influence social psychology. Additionally, the work critiques and explores various theoretical models from social psychology and related fields, providing insights into how audiences engage with and are affected by televised narratives.
Focusing on the growing demographic of individuals over 50, this book explores their wealth, health, and happiness, challenging outdated stereotypes. It delves into the demographic, behavioral, and psychological profiles of this age group, highlighting their significant purchasing power due to reduced financial responsibilities. Marketers are guided on effectively targeting this market by understanding their lifestyles, media consumption, advertising perceptions, and shopping preferences. This resource is essential for students in marketing, media, and social psychology.