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| Autor/inn/en | Semlak, William; Williams, Wenmouth, Jr. |
|---|---|
| Titel | Uses, Gratifications and Avoidances and Voting Decisions in the 1976 Presidential Campaign. |
| Quelle | (1978), (19 Seiten)
PDF als Volltext kostenfreie Datei |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Audiences; Decision Making; Elections; Information Utilization; Mass Media; Media Research; Need Gratification; Public Opinion; Use Studies; Voting |
| Abstract | In addition to factors analyzed in previous media research, the following three new validity checks were examined in a study of the audience's perceived uses and gratifications: the effect of time differences between administrations in a study, a comparison of respondents who claim to be gratified with those who do not, and the link between media use and selected political effects variables. A questionnaire was constructed that included use and gratification items as well as items pertaining to opinion leadership, interest in national affairs and presidential elections, commitment to a candidate, and interest in a campaign issue. The questions were asked over the telephone to randomly chosen subjects two weeks after the 1976 presidential nominations and again two weeks prior to the 1976 presidential elections. In addition, one half of the second group was called again after the election to determine whether or not they voted. The results provide valid, reliable scales that relate gratifications and avoidances to the three areas tested. The most significant finding of the study was the relationship between the three factors and voting predictions; the variables considered were 75.7% accurate in predicting voters and 76.1% accurate in predicting nonvoters. (Tables of findings are included.) (MAI) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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