Communication Uses and the Social Activity Constant

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Abstract
Analysis of longitudinal data has detected exchanges between social behaviors, including attention to the media of mass communication, that are obscured by the magnitude of individual differences in cross-sectional data. In the past neither general "modes" of social activities nor multiple relationships among particular communication behaviors have been empirically demonstrated Cluster analysis has provided a technique for developing an inductive typology of modes of social activity, and a typology emerged from analysis which confirmed and extended the concepts of primary and secondary association and classified mass media in a third form of social association. Further analysis of multiple relationships among behaviors within and between such modes of activity provided heuristic findings in support of behavior exchange hypotheses. These findings synthesize existing perspectives on personal changes in communication behavior into a new paradigm for research.

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