Mass media channel repertoire : motive, residential location, type of medium and resident type as predictors of media activity
Cotton, Clarence Joseph
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Is a respondent’s residential location a significant variable in explaining the formation of a channel repertoire from among the mass media available in distinct geographic regions? Four hundred eighteen college students completed surveys between the spring of 1997 and the fall of 2000. Respondents identified which interpersonal and mass media activities they were most likely to use to satisfy nine Uses and Gratification motives. A Chi-Square and t-test were used to determine the likelihood that a medium would be used to satisfy a particular motive and the number of media included in a respondent’s channel repertoire, respectively. Results indicate that for certain motives urban respondents were more likely to use interpersonal and mass media activities than rural respondents. Further, urban respondents have a larger number of mass media activities in their repertoire than rural respondents. Most notably, the control variables (race, gender and income level) were better predictors of media activity than residential location, type of medium or resident type.