Measuring Motivations for Media Exposure: A Thesis

Measuring Motivations for Media Exposure: A Thesis The present article discusses the problem of separating the motivation conceptempirically from other relevant concepts in research on mass media audiences.For about half a century, audience researchers use questionnaire items with adistinct format as measurements of motivations for media exposure. It isargued that these motivation items grammatically reflect the nature of themotivation concept as a theoretically intermediate variable between behaviourand its social or mental background, thus constituting the most plausibleindicators of the concept. However, it is also argued that these questionnaireitems are double-barrelled and that any measurement of motivations based onthe items can largely be considered an ambiguous mixture of behaviour and itssocial or mental origin. A study is presented that provides empirical support for this position. Quality & Quantity Springer Journals

Measuring Motivations for Media Exposure: A Thesis

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Kluwer Academic Publishers
Copyright © 2002 by Kluwer Academic Publishers
Social Sciences; Methodology of the Social Sciences; Social Sciences, general
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