Gratification seeking, media exposure, and audience interpretations: Some directions for research
- 1 June 1987
- journal article
- other
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 31 (3) , 237-254
- https://doi.org/10.1080/08838158709386662
Abstract
Research strategies are suggested for clarifying and advancing understanding of some key elements in uses and gratifications. These elements concern the role of gratification seeking in exposure to mass communication, the relation of gratification seeking to the interpretive frames through which audience members understand media messages, and linking gratifications to the content of mass media.Keywords
This publication has 20 references indexed in Scilit:
- Television: Polysemy and popularityCritical Studies in Mass Communication, 1986
- Soap opera viewing in college: A naturalistic inquiryJournal of Broadcasting & Electronic Media, 1985
- Soap opera viewing motivations and the cultivation processJournal of Broadcasting & Electronic Media, 1985
- With the benefit of hindsight: Reflections on uses and gratifications researchCritical Studies in Mass Communication, 1984
- AUDIENCE ACTIVITY AND GRATIFICATIONSCommunication Research, 1984
- ISSUE VERSUS IMAGE ORIENTATION AND EFFECTS OF POLITICAL ADVERTISINGCommunication Research, 1983
- A RULES APPROACH TO THE STUDY OF TELEVISION AND SOCIETYHuman Communication Research, 1982
- THE SOCIAL USES OF TELEVISIONHuman Communication Research, 1980
- Gratifications of Daytime TV Serial ViewersJournalism Quarterly, 1980
- The theory of decision making.Psychological Bulletin, 1954