Patterns of Media Usage Related to Gratifications Sought
Open Access
- 3 January 1982
- journal article
- Published by University of Toronto Press Inc. (UTPress) in Canadian Journal of Communication
- Vol. 8 (4) , 42-55
- https://doi.org/10.22230/cjc.1982v8n4a284
Abstract
Uses and gratifications research seeks to understand how the audience utilizes the mass media. Respondents were asked to indicate the gratification sought for six different media. Differences in usage were related to age and sex. Newspapers were utilized for local and national information. Television was the most multi-faceted media when usage was considered.Keywords
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