ERIC Number: ED192301
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Needs Satisfied by Media Use: An Audience Typology.
Kochevar, John J.
A study was conducted to segment the mass media audience on the basis of basic needs and media satisfactions. Two hundred undergraduate journalism students completed lengthy questionnaires rating their media use before and during the New York newspaper strike of 1978, along with their basic needs, media satisfactions, and a variety of other measures related to media use. Basic needs were categorized into needs for information/interpretation, social comparison, consumer information, escape, relaxation, and social contact/integration. Respondents were grouped, based on basic need scores, into four audience types: (1) the information dependent emphasized their needs for information about the environment and about other people; (2) escapists needed to escape, relax, and have something to do with others; (3) the socially conscious had a high need for information about other people; and (4) the self concerned had high needs for media use and consumer information and a high interest in advertising and immediate gratification. These four types differed significantly on media use, content preferences, media satisfactions, and demographic indicators. The evidence for such different audience types has important conceptual and methodological implications for mass communication research. (AEA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980).