Toward an etiology of media use motivations: the role of temperament in media use

Abstract

Abstract Despite the potential of the uses and gratifications paradigm to explain the etiology of media uses and effects, most research to date has ignored the issue of etiology and has focused on creating motivation typologies. Recent advances in bio-behavioral research provide a new way to address the question of etiology. A survey of 285 adults showed that the biologically rooted individual difference behavior variable of temperament was a consistent and moderately strong causal factor in forming television use motivations. Distinct patterns of relationships between temperament and all television use gratifications were found, supporting the uses and gratifications paradigm. Particularly potent predictors of television use motivations were negative mood, low task orientation, and behavioral rigidity. These results point out the importance of future bio-behavioral etiological media uses and effects research. Keywords: Media UseMotivationTemperamentMedia Use