Similarities in patterns of media use: A cluster analysis of media gratifications

Elliott, William R.; Quattlebaum, Cynthia P.

doi:10.1080/10570317909373954

Cited by 42 publications

(18 citation statements)

References 3 publications

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“…This study identified channel clusters that differed from those found by previous research (Elliott & Quattlebaum, 1979;Katz et al, 1973;Lichtenstein & Rosenfeld, 1983). These differences might be explained by media structure.…”

Section: Discussioncontrasting

confidence: 79%

“…Within a culture, however, media share normative images based on the various functions that they serve in that society. Different results in different cultures reinforce thii view (Elliott & Quattlebaum, 1979; Katz et al, 1973;Kippax & Murray, 1980;Lichtenstein & Rosenfeld, 1983,1984. Normative media images appear to be influenced by societal structure and media system.…”

supporting

confidence: 58%

“…When the results of this study are compared to earlier research (e.g., Elliott & Quattlebaum, 1979;Katz et al, 1973), it is apparent that functional images vary across cultures and across time. In addition, the changes in normative images that have occurred within the past few years suggest that as the media environment changes, the usefulness of different channels for satisfying communication needs also changes.…”

Section: Discussionmentioning

confidence: 92%

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Normative Images of Communication Media Mass and Interpersonal Channels in the New Media Environment.

1993

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This study is an extenswn of earlier uses and grat@ations research that ident@ed normative i m a p of mass media. The article considers how well 12 di#erent mass and interpersonal wmmunication channels fill 22 communication needs. A sample of 649 adults completed self-administered questionnaires, the responses of which were submitted to clusteranalysis, which identi@dfiwchannel clusters: Video,lnterpmonal, Print, Computer, and Audio. In general, the lnterpmonal cluster (wnversation and telephone) was rated the most useful atfilling various needs, with Computer rated the least useful. Consistent with previous research, clusters that were most useful atfilling personal needs were rated highest in social presence. The discussion relates this study'sjindings to pm'ous research and notes implications for research on the newer communication technologies.T he uses and gratifications perspective assumes that people communicate to satisfy personal go& (Katz, Blumler, & Gurevitch, 1974). This approach to mass media research views people as active communicators because they are aware of their needs, evaluate various communication channels and content, and select the m a s or interpersonal channel that they believe will provide the gratifications they seek. People are also aware of functional alternatives, or different channels that can fill similar needs.Elizabeth M. Perse is an Associate Professor and John A.

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Section: Discussioncontrasting

confidence: 79%

supporting

confidence: 58%

Section: Discussionmentioning

confidence: 92%

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Normative Images of Communication Media Mass and Interpersonal Channels in the New Media Environment.

1993

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“…A general decline in the use of comic books is consistent with this finding. A more recent study by Elliott and Quattlebaum (1979) supports the earlier findings of Himmelweit et al (1958), Schramm et al (1961), and Lyle and Hoffman (1972). Newspapers were found to be most useful for purposes of getting to know civic leaders, keeping an eye on the performance of government, finding information about daily life, and keeping involved with important events.…”

Section: Other Media and The Adolescentsupporting

confidence: 82%

Adolescents' Use of the Mass Media

Avery

1979

American Behavioral Scientist

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Although there is some variation in the suggested age limits of youth known as adolescence, the majority of writers refer to the years between the ages of twelve and eighteen. Adolescence usually is marked by the onset of puberty, thus beginning somewhat earlier for girls than boys, and culminates with the completion of high school. The unique characteristics of this chronological period have been described by such theorists as Erikson (1968), Piaget (1972), andKohlberg (1976). The cognitive, structural, and psychoanalytical perspectives represented by these authors also vary, but they can be examined together for purposes of identifying the specific attributes which characterize adolescence. All three writers underscore the importance of environmental factors during this stage in the life cycle, and view this period of human growth as a stage of complex transformation, from relative dependence to relative independence. It is a period of searching and introspection, in which the individual is constantly faced with the perplexing question, &dquo;Who am I?&dquo;The adolescent confronts the necessity to find a suitable place in an adult-dominated society. Erikson's (1968) theory of eight

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“…In the present study, some differences were noted on the intensity of motives between high and low apprehensives, but the problem may not be only intensity, but also the choice between the media and interpersonal communication for need satisfaction. Because media have been found to serve functions similar to interpersonal communication (Elliott & Quattlebaum, 1979;Katz, Gurevitch, & Haas, 1973), it seems likely that high apprehensives would exhibit greater tendencies to turn to the media for such motives as pleasure and relaxation.…”

Section: Discussionmentioning

confidence: 98%

A comparative analysis of interpersonal communication motives between high and low communication apprehensives

Kondo

1994

Communication Research Reports

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Similarities in patterns of media use: A cluster analysis of media gratifications

Cited by 42 publications

References 3 publications

Normative Images of Communication Media Mass and Interpersonal Channels in the New Media Environment.

Normative Images of Communication Media Mass and Interpersonal Channels in the New Media Environment.

Adolescents' Use of the Mass Media

A comparative analysis of interpersonal communication motives between high and low communication apprehensives

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