ERIC Number: ED244296
Record Type: Non-Journal
Publication Date: 1984-Aug
The Uses and Gratifications of Supermarket Tabloid Reading by Different Demographic Groups.
Salwen, Michael B.; Anderson, Ronald B.
A study employed a uses and gratifications approach to determine why people in different demographic groups read supermarket tabloids. One hundred thirty-three readers of the "National Enquirer," the "Star," or the "Globe" returned mail questionnaires distributed in three different demographic locations. The questionnaire examined such traditional uses as anticipated interpersonal communication, diversion, utility, escape, surveillance of society, and entertainment. The findings showed that there were considerable differences among respondents based on age, income, and education, but little difference by race or sex. The findings showed that older respondents with low incomes and low education were more likely to read the tabloids for surveillance of society, utility, escape, anticipated interpersonal communication, and diversion than other respondents. The majority of respondents in all age categories said they used the tabloid for entertainment. The results suggested that some of the stereotypes of tabloid readers as blue-collar workers and housewives were false or exaggerated. It was also suggested that what differences were found may have been due to differences in respondents' lifestyles. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A