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ERIC Number: ED312679
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 44
Abstractor: N/A
Reference Count: N/A
Predicting Future Theatrical and Video Movie Use: Movie Gratifications, Avoidances, and Dependency.
Elliott, William R.; And Others
Three successive models were developed to test the existence of a need that leads individuals to select one mass medium over another and also to examine the idea of audience activity. Since it has been noted that uses and gratifications research has focused excessively on habitual media behaviors, the focus instead was on a medium where choice rather than habit determines use--theatrical movies. For the first model, 152 university students completed self-administered questionnaires which elicited information about their weekend movie attendance for the 2 weeks prior to the administration of the survey, as well as information about each subject's social situation and leisure time goals. The second model extended the ideas to a larger universe of movie watchers by including videotape as well as theatrical showings. Prediction as to future attendance was based on gratifications, avoidances, and previous attendance variables, and a new variable, dependency. Subjects were 378 university students in the first wave of the study and a final matched sample of 249 students, all of whom completed the questionnaires. Based on the first model, a moderate relationship between generalized leisure time diversion goals and the gratifications associated with theatrical movies appear to exist. Diversion gratifications associated with theatrical movies were found to be significantly related to past attendance but not to future attendance. Evidence of linkages between gratifications associated with movie attendance, movie avoidance, and dependency on movies was found in model two. Further applications of uses and gratifications theory will be tested in the third model. (Four appendixes include factor analyses and factor tables.) (NKA)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A