ERIC Number: ED311523
Record Type: Non-Journal
Publication Date: 1989-Nov
Reference Count: N/A
The Gratifications of Grazing: Why Flippers Flip.
Walker, James R.; Bellamy, Robert V., Jr.
An exploratory study focused on usage patterns of television remote control devices (RCDs), examining how and why individuals use television RCDs to "graze." The study identified the gratifications obtained from RCD use and evaluated their relative importance in accounting for variations in RCD use. Subjects were 455 undergraduates in communication and theater courses at Memphis State University who responded to questionnaires measuring predictor variables (general background, general foreground), media reference background variables, (television exposure, cable television use, and VCR use), media reference foreground variables, and criterion variables (total RCD use, grazing, and multiple program viewing). Results indicated that certain RCD gratifications (getting more from television, avoiding commercials, selective avoidance, and finding out what is on television) were strongly related to RCD use. The strongest gratification produced by the factor analysis was for the selective avoidance of unpleasant stimuli, including politicians, political ads, news reporters, and others. The use of this particular age group probably reduced the impact of demographic variables and increased the significance of certain kinds of gratifications. (Three tables of data are included, and 40 references are attached.) (SR)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A