ERIC Number: ED247575
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
A Comparison of Gratification Models of Media Satisfaction.
Palmgreen, Philip; Rayburn, J. D., II
To enhance knowledge of media consumption processes, a study compared the abilities of six alternative gratification models to predict media satisfaction, specifically, satisfaction with television news. The models were three different formulations of gratifications sought/obtained discrepancies--two emphasizing gratifications obtained and one expectancy-value model. Two of the models also contained evaluation components in an effort to determine whether inclusion on these components increased the predictive powers of gratification models. Subjects, 178 college students, completed a gratifications sought scale concerning television in general, and a gratifications obtained scale concerning each respondent's most frequently watched evening news program. After a two-day period, the subjects completed evaluations of gratifications obtained from television news in general. In addition, the subjects completed a satisfaction scale dealing with television news. Taken as a whole, the findings provided support for a combined expectancy-value/gratifications obtained approach to explaining and predicting media satisfaction. Direct comparison of several theoretical models was found to be particularly useful in exploring the strengths and weaknesses of the different formulations. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Use; Television News; Uses and Gratifications Research
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).