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ERIC Number: ED205953
Record Type: Non-Journal
Publication Date: 1981-Aug
Pages: 25
Abstractor: N/A
Reference Count: N/A
The Interactions of Television Uses and Gratifications.
Rubin, Alan M.
Data from 464 adults were analyzed to provide a more heuristic paradigm for mass communication uses and gratifications research in a study of the interactive nature of television viewing motivations, viewing behavior, and attitude gratifications. Factor analysis located five principal television viewing motivations: passing time, information, entertainment, companionship, and escape. Canonical correlation analysis identified two viewer types. The first viewer type--the one who used television out of habit, to pass the time, and for entertainment--exhibited sizable levels of television viewing, affinity (the importance of television in the life of the respondent), and realism (how realistic the television portrayals were perceived to be). The second viewer type used television to seek information or to learn, but not for escape. This motivational pattern resulted in overall higher levels of television viewing, particularly of talk-interview, news, and game show programs. Multiple regression analyses indicated that motivational structures of television viewing were useful in explaining television viewing levels, affinity, and realism. (Author/RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A