Gratification seeking,media exposure,and audience interpretations: Some directions for research |
| |
| Authors: | David L. Swanson |
| |
| Affiliation: | Associate Professor of Speech Communication , University of Illinois , Urbana‐Champaign |
| |
| Abstract: | Research strategies are suggested for clarifying and advancing understanding of some key elements in uses and gratifications. These elements concern the role of gratification seeking in exposure to mass communication, the relation of gratification seeking to the interpretive frames through which audience members understand media messages, and linking gratifications to the content of mass media. |
| |
| Keywords: | |
|
|
