ERIC Number: ED077224
Record Type: RIE
Publication Date: 1973
Mass Media Exposure as a Dimension of the Teen-Age Innovator.
Blake, Reed H.; Nelson, Orval
A study sought to determine whether female innovative teens have mass media behavior similar to that of adult innovators. Research indicates that adult innovators (adult who are the first to adopt new ideas and products and who comprise 16% of the population) are more ventursome, better educated, more socially integrated, and have greater contact with the mass media. This research, however, concentrates on adults; this study is aimed at determining if the generalization holds for teenagers. One hundred and ninety-three female teenage college students were classified into two groups--innovators and non-innovators--on the basis of the number of new fashion product adopted in the course of a year; data were then collected on the number of newspapers and magazines read regularly. Analysis of the data by means of a Chi Square test showed that the innovative group had substantially more contact with the mass media. Thus, implications are that both adult and teenage innovators display similar behavior in contrast to that of their non-innovative peers. (PB)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Rocky Mountain Social Science Association, Laramie, WY.