ERIC Number: ED233346
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
Explaining Magazine Readership with Uses-and-Gratifications Research.
Towers, Wayne M.; Hartung, Barbara W.
Approximately 500 people participated in a study that examined the relationship between generalized uses-and-gratifications statements and specific magazine reading behaviors. The subjects responded to a telephone survey that elicited information concerning demographics, media usage, and reactions to 14 uses-and-gratifications statements that had received widespread use in the print media studies prior to 1981. The statements were organized into three broad categories concerned with surveillance of, diversion from, and interaction with the surrounding environment. Results showed that the statements distinguished between people who had read a magazine during the previous month and those who had not, with the former using magazines to help them interact with the larger social environment and the latter producing unspecific explanations of their behavior. The statements also proved useful in distinguishing among subscribers, readers, and nonreaders of general consumer magazines and newsmagazines. In terms of overall magazine readership, interaction with the larger environment was the strongest predictor, even though it emerged as secondary to surveillance for newsmagazine readers and to diversion for general consumer magazine readers. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Readership Analysis; Uses and Gratifications Research
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).