ERIC Number: ED284282
Record Type: RIE
Publication Date: 1987-Feb
Reference Count: 0
Adult Readership of Magazines and Why They Read.
Towers, Wayne M.
A study tested the applicability of gratifications research to magazines. Telephone surveys with 543 adults in a large western urban area ascertained their media usages and their agreement with 14 gratifications statements drawn from morphostatic research into the surveillance-diversion-personal identity triad in relation to newspaper and radio. Analyses determined if the expected three dimensions were present for magazines, and if expectancies regarding magazines could be related to magazine readership. Diversion was found to be a common response across media, while surveillance and interaction depended upon the medium under consideration. To evaluate these insights and to test magazines' potential for morphogenetic approaches, magazine readership behaviors were examined. Results indicated that magazines, even newsmagazines, were measurably different from newspapers in terms of media gratifications. The pattern for general circulation magazines was also different from that of newspapers and newsmagazines. Findings indicated that all three gratifications research perspectives had been partly correct. Morphostatic research, cross-media comparisons, and morphogenetic approaches were all supported. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Use; Newsmagazines; Uses and Gratifications Research
Note: Paper presented at the Annual Meeting of the Western Speech Communication Association (58th, Salt Lake City, UT, February 14-17, 1987). Funding for research provided in part by an Affirmative Action Faculty Development Grant from the Office of the Vice President for Academic Affairs.