Modeling the Gratification-Seeking Process of Television Viewing



Cleveland State University Carolyn A. Lin is Associate Professor in the Department of Communication at Cleveland State University.
Human Communication Research, Vol. 20 No. 2, December 1993 224244
(c) 1993 International Communication Association 


This study attempted to establish the audience activity construct as an intervening fnctor in thegmtificatwn-seeking process, by taking into account the expanded viewing options in the emerging multichannel environment. It examined the viewing motives, activities, and satisfaction
of adolescent+the jrst generation to grow up in that environment. The major theoretical assumption tested was whether more strongly motivated viewers would more actively engage in various audience activities throughout the viewing process and receive greater viewing satisfaction aftmunrds. Findings from testing the path model generally support this assumption. However, the role of media exposure in the grat9catwn-seeking process awes into question due to its lack of causal linkage to several model components. A revised theoretical model is proposed to help informfuture research.


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