EFFECT OF 3 COMMUNICATION TECHNOLOGIES ON MASS-MEDIA SPENDING IN BELGIUM

This study assessed the impact of color television, cable television, an the videocassette recorder on consumer mass media spending in Belgi um. Using the concept of functional equivalence for theoretical guidan ce, it hypothesized that the introduction of these three communication technologies would not affect the overall level of mass media expendi tures over time, as consumers are expected to compensate for these new expenditures by curtailing spending on traditional media. This hypoth esis was not supported, though. Trend analyses revealed that these thr ee technologies collectively played a major role in expanding the shar e of disposable personal income devoted to mass media in Belgium betwe en 1970 and 1991.