ERIC Number: ED258219
Record Type: Non-Journal
Publication Date: 1985-Aug
Magazine Readership and Some Uses and Gratifications: A Replicated Approach.
Towers, Wayne M.; Hartung, Barbara W.
Since the concepts of surveillance (international information and keeping up with the job that the government is doing), diversion (being entertained and killing time), and interaction (people learning more about themselves) have been developed for newspaper and television but not necessarily for magazines, a study applied 14 uses-and-gratifications statements concerning these concepts in an initial telephone sample of 543 adults in a western urban area and a replicated telephone sample of 557 adults from the same area. Overall, the findings revealed that magazine readership in general was related to the diversion idea of improving the reader's lifestyle and the interaction concept of getting information to pass on to other people. Reading consumer magazines was specifically related to improving lifestyles, while reading newsmagazines put more emphasis on the interaction of understanding what is going on. Finally, magazine nonreaders were more likely to be oriented toward local information, an area rarely, if ever, covered by the magazine medium. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A