ERIC Number: ED154843
Record Type: RIE
Publication Date: 1977
Reference Count: 0
Consumption of Mass Communication--Construction of a Model on Information Consumption Behaviour.
A general conceptual model on the consumption of information is introduced. Information as the output of the mass media is treated as a product, and a model on the consumption of this product is developed by merging elements from consumer behavior theory and mass communication theory. Chapter I gives basic assumptions about the individual and the way in which mass communication functions. A general frame of reference is constructed in chapter II, and some methodological problems are discussed. Chapter III explains the need for information in terms of when and how much. Chapter IV sets up a general explanation of how consumption of information takes place, and chapter V develops a theory which explains how much information the individual will consume in relation to a specific need for information. The concluding chapter deals with the question of the choice of information source. (Author/CMV)
Descriptors: Behavior Theories, Communications, Consumer Economics, Cost Estimates, Information Needs, Information Science, Information Theory, Mass Media, Models, Socioeconomic Influences
Handelsvidenskabelig Boghandel, Fugle Sangsalle 4, 8210 Aarhus V, Denmark (12DKR, $2.00)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Institut for Markedsokonomi, Aarhus (Denmark).