GRATIFICATIONS SOUGHT AND OBTAINED IN PROGRAM DEPENDENCY

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Abstract
This study examined the role of gratifications sought (GS) and gratifications obtained (GO) in predicting dependency on network evening news programs and 60 Minutes. Correlational analyses for both network news programs and 60 Minutes showed GS to be most strongly correlated to corresponding GO and less strongly correlated to noncorresponding GO. For both network news programs and 60 Minutes, paired group t-tests showed that mean GS levels were lower than the mean GO levels for all corresponding gratification items except for two surveillance items. Considerable promise for an additive transactional model was seen in the hierarchical multiple regression analyses which showed the added influence of GO in predicting dependency on network news programs and 60 Minutes after the ordered effects of demographic variables, habitual media use, and GS had been controlled for.

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