Second, one needs to recognize the substantial difference that exists between a response to a specific proposition
gained by a broadcaster from viewers in front of a television set and the transference of that response to other situations of new behavior.
Not exact matches
The criticism of Chris - tian
broadcasters by others within the church was that they were using the inordinate power they had
gained through the unrepresentative mass media to promote their own preferred and highly selective causes rather than to encourage the exercise of responsible representation.
Paid - time religious programming has justified its dominance of the religious television field in recent years
by suggesting that with its independent financial resources
gained through audience cultivation and support it has been able to overcome the limitations experienced
by mainline
broadcasters as they worked with the local stations and networks on a public service basis.
It suggests that religious
broadcasters in general would
gain by identifying the specific characteristics of their audiences and the uses made of their programs, and working to develop their effectiveness in that area.
These figures pale into insignificance, however, when compared to the response
gained by major religious
broadcasters.
While the
broadcaster may not have this in mind initially,
by promoting the benefits to be
gained by a contribution to his organization, he causes the viewer, who perhaps may not perceive all the theological subtleties of the concept, to end up giving simply to get.