NORMATIVE EXPECTATIONS AND INDIVIDUAL DECISIONS CONCERNING MEDIA GRATIFICATION CHOICES
- 1 July 1984
- journal article
- Published by SAGE Publications in Communication Research
- Vol. 11 (3) , 393-413
- https://doi.org/10.1177/009365084011003004
Abstract
Results from this study, in which subjects evaluated gratifications for various media channels based on their beliefs concerning how “most people” would respond, indicate that each medium has a clear, socially defined image. This suggests a two-stage model of media channel utilization, of normative expectations followed by individual decisions.Keywords
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