情報社会における能動的受け手像に関する研究 : テレビの「利用と満足」研究の視点から

概要

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The purpose of this study is to reexamine the concept of "Active Audience" in information society. This study utilized the uses and gratifications study of mass media, which is sub-structured on the base that audience is active. In order to clarify the relationship between audience activity (selectivity, involvement, utility) and the four types of gratifications (Information, Interest, Personal, Diversion), 371 Japanese high school students from Saitama prefecture were surveyed in January 2001. Multiple regression analysis revealed〜. Selectivity before television viewing linked positively to Interest, Personal, Diversion gratifications. Involvement during television viewing linked positively to Information gratification. Utility after television viewing linked positively to all of four gratifications. Results indicate that audience who select television program before viewing gain expressive (Interest, Personal, Diversion) gratification, while audience who involve during viewing gain instrumental (Information) gratification. Audience who talk about television after viewing gain four types of gratifications which can be considered to be the topics of conversation. It is hoped that further research will be conducted in order to apply this result to other media. For future research, a search for the different types of activity should be worth consideration.
埼玉学園大学の論文