The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
AUDIENCE ACTIVITY AND GRATIFICATIONS: A Conceptual Clarification and Exploration
Abstract
Certain aspects of the concept of an “active” mass media audience are explored and two dimensions of audience activity identified. The first activity dimension centers on the qualitative orientation of audiences toward the communication process. Audiences are seen as being “selective,”“involved,” or in a “using” relationship to communications. The second activity dimension relates to specific phases in the communication sequence and includes a preexposure period, exposure itself, and a postexposure time. Based on these two dimensions (audience orientation and temporal sequence), a typology of nine audience “activities” is developed. Empirical measures of three types of activity are derived and tested, with audiences found to vary considerably with regard to their “activeness.” A model that links audience activity to uses and gratifications and to exposure is then proposed.
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Cites
Mass Communication and Para-Social Interaction
Horton, D., & Richard Wohl, R. (1956) · Psychiatry · doi:10.1080/00332747.1956.11023049 · Cited by 4,380
The Role of Theory in Uses and Gratifications Studies
Blumler, J. G. (1979) · Communication Research · doi:10.1177/009365027900600102 · Cited by 904
Relations Between Gratifications Sought and Obtained: A Study of Television News
Palmgreen, P., Wenner, L. A., & Rayburn, J. D. (1980) · Communication Research · doi:10.1177/009365028000700202 · Cited by 335
THE USES AND MISUSES OF USES AND GRATIFICATIONS
SWANSON, D. L. (1977) · Human Communication Research · doi:10.1111/j.1468-2958.1977.tb00519.x · Cited by 109
Cited by
Uses and Gratifications Theory in the 21st Century
Ruggiero, T. E. (2000) · Mass Communication and Society · doi:10.1207/s15327825mcs0301_02 · Cited by 2,810
Looking for Information: A Survey of Research on Information Seeking, Needs, and Behavior
(2016) · Studies in Information · doi:10.1108/s2055-53772016 · Cited by 1,540
Determining Uses and Gratifications for the Internet
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004) · Decision Sciences · doi:10.1111/j.00117315.2004.02524.x · Cited by 1,010
Development of parasocial interaction relationships
Rubin, R. B., & McHugh, M. P. (1987) · Journal of Broadcasting & Electronic Media · doi:10.1080/08838158709386664 · Cited by 773
Social Media as Information Source: Recency of Updates and Credibility of Information
Westerman, D., Spence, P. R., & Van Der Heide, B. (2014) · Journal of Computer-Mediated Communication · doi:10.1111/jcc4.12041 · Cited by 708
Metadata
- Authors
- LEVY, M. R., & WINDAHL, S.
- Venue
- Communication Research
- Publisher
- SAGE Publications
- Published
- 1984-01
- Volume
- 11
- Issue
- 1
- Pages
- 51-78
- ISSN
- 0093-6502 (ISSN-L)
- 1552-3810
- OpenAlex
- W2091953585
- Cited by
- 422
- References
- 4
- FWCI
- 78.67
- Type
- journal article
- Language
- en
- Open access
- closed
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- LEVY, M. R., & WINDAHL, S. (1984). AUDIENCE ACTIVITY AND GRATIFICATIONS: A Conceptual Clarification and Exploration. Communication Research. https://doi.org/10.1177/009365084011001003
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