USES AND MISUSES OF GRATIFICATIONS RESEARCH

Abstract

The purpose of this investigation was to assess the effects of self-reported media usage and fandom on perceived gratifications provided by each of eight media: books, magazines, films, television, newspapers, radio, recorded music, and friends. Subjects indicated the amount they used each medium, had positive or negative affect for it, and the extent to which each was perceived as providing ten gratifications. Results indicated that seven groups of subjects—high, moderate and low users, high moderate and low fans, and the results from an earlier investigation by Elliott and Quattlebaum—did not differ in their perception of each medium's ability to provide specific gratifications. Also, each medium appeared to have an image related to its functions that was independent of both individual use and attitude. The consistency of these images among the seven groups suggested that what prior researchers referred to as “audience needs” may be no more than “audience agreement” based on common learned responses.