ERIC Number: ED257129
Record Type: Non-Journal
Publication Date: 1985-Aug
A Replication and Reduction Approach to Weekday and Sunday Newspaper Readership and Some Uses and Gratifications.
Towers, Wayne M.
In direct replication of a previous study investigating newspaper readership and uses-and-gratifications statements, this study interviewed a parallel random sample from the same market as the initial study using the same questions. A telephone survey of 557 adults was conducted by trained undergraduates enrolled in an advanced research methods class, and each completed interview was verified through a second telephone call from different students in another course. Results suggested that newspaper subscribers were concerned with getting immediate knowledge of big news events from both weekday and Sunday papers, and that nonreaders of Sunday papers tended to regard newspapers as a way to pass time that was occasionally useful if a particular occurrence was of interest to them. Statistical analysis of the original study revealed that three expected explanations of newspapers readers could be reduced to two groups of variables: (1) informational variables that combined surveillance of and participation in the surrounding world, and (2) a grouping that stressed diversion away from that world. Uses-and-gratifications research is not the single perspective that explains newspaper readership. However, the study highlighted the importance of classical replications as a way of evaluating and refining research insights. (Tables include questions asked in interviews and statistical data.) (DF)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A