ERIC Number: ED239313
Record Type: RIE
Publication Date: 1983-May-28
Reference Count: 0
Gratifications Sought and Obtained: Model Specification and Theoretical Development.
Wenner, Lawrence A.
Uses of the gratifications sought and gratifications obtained distinction in explanations of media effects have taken two conceptually distinct forms. The discrepancy approach poses that the difference between what is sought and what is actually obtained, expressed effectively as a discrepancy score, significantly aids effects explanations. The transactional approach postulates that unique contributions of both sought and obtained variables may be masked when that difference is expressed in terms of a single discrepancy score. A study tested these competing models with regard to dependency on and frequency of viewing the network evening news and "60 Minutes." Telephone interviews were obtained from 306 male and female heads of households. Gratifications sought and obtained were each measured by 12 statements encompassing four categories of gratifications. Data analysis revealed that both models could be effective frameworks for understanding the role that gratification plays in mediating different effects. The transactional model explained program dependency more effectively than frequency of viewing. Conversely, the discrepancy model was more effective in explaining frequency of viewing than dependency. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Discrepancy Analysis; Gratifications Obtained; Gratifications Sought
Note: Paper presented at the Annual Meeting of the International Communication Association (33rd, Dallas, TX, May 26-30, 1983).