Ritualistic versus Instrumental Viewing

Abstract

First introduced by Alan M. Rubin, the terms ritualistic and instrumental viewing are used to describe how various audiences consume television within the framework of the uses and gratification paradigm. Ritualistic viewing is associated with more habitual and passive use, like viewing for companionship and out of boredom. Instrumental viewing involves watching television more purposefully and selectively, often for affective motivations or information seeking. Rubin's concepts are still used today to examine emergent media technologies that enhance or alter traditional television viewing.