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ERIC Number: ED130354
Record Type: RIE
Publication Date: 1976
Pages: 24
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Functional Similarity Between Media; A Cluster Analysis Based on Media Gratifications.
Elliott, William R.; And Others
Questionnaire responses from 259 college students were employed to determine how eight media were used in the satisfaction of ten needs. It was found that television was the most generally satisfactory medium, averaged over the ten needs, and that film was the most need specific. Television and radio paralleled each other in their ability to satisfy the ten needs, as did newspapers and magazines. Three mass media--books, films, and recorded music--showed parallel patterns of need satisfaction with friendship. Two groups of needs were discovered from a cluster analysis of the ten need statements. Cluster one was composed of needs related to the individual's desire to remain in contact with society. Cluster two was composed of needs that were more individual in nature. Finally, comparisons with the results of the Israeli study by Katz, Gurevitch, and Haas (1973) indicated that similarity between the two studies was high. (Author/AA)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Western Speech Communication Association (San Francisco, November 1976)