Audience Need for Orientation and Media Effects

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Abstract
Using data from a political campaign study conducted in Syracuse, New York, this article tests Blumler's argument that audience motives should be considered in uses and gratifications studies which seek to predict media influence processes. The primary research question addressed here is whether the general cognitive motive of need for orientation (a combination of political interest and uncertainty) is a better predictor of media exposure- media effects relationships than are individual political gratifications, par ticularly the surveillance gratifications. The findings tend to support Blum ler's (1979) proposal that we need to turn to basic audience orientations to predict and explain media influence processes. They also suggest that perhaps future studies of media uses and effects should move toward more general measures of audience motives and away from the more specific gratification measures which have been employed in past uses and gratifi cations studies

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