The Behaviorist in the Boardroom: The Research of Frank Stanton, Ph.D.

Michael J. Socolow
Journal of Broadcasting & Electronic Media

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references Frank Stanton on 12/3/2019, 3:52:24 AM

cites History of Radio to 1926 on 12/3/2019, 3:52:24 AM

cites Notable New Yorkers on 12/3/2019, 3:53:59 AM

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excerpt . Stanton once told an interviewer that he considered his greatest contribution ‘‘the marriage of research to management in broadcasting’’ (Stanton, 1986, p. 45). That link between research and management forever enshrined the deterministic authority of ratings in network programming. Under Stanton’s leadership, CBS’s audience-tested television programming would trump the more ambitious and creative television shows offered by NBC (Baughman, 2007). In his famous 1958 speech before the Radio-Television News Directors Association, Edward R. Murrow implicitly indicted Stanton for the degradation of American broadcasting. ‘‘The top management of the networks : : : has been trained in advertising, research, or show business,’’ Murrow explained, noting that ‘‘by the nature of the corporate structure, [these managers] also make the final and crucial decisions having to do with news and public affairs. Frequently they have neither the time nor the competence to do this’’ (quoted in Mickelson, 1998, p. 150). The enthronement of ratings in the American system of broadcasting—and the subsequent ramifications for the public sphere—remains the ultimate legacy of Stanton’s earliest scholarship. 540 on 12/3/2019, 3:56:14 AM

cites 0.1037/h0054452 on 12/3/2019, 4:05:56 AM

cites Problems of sampling in market research. on 12/3/2019, 4:06:03 AM