「利用と満足」モデル構築の試み(視聴覚教育)

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The purpose of this study is to construct a new model concerning uses and gratifications research. This study utilized the "Theory of Life Structure-Analysis of Actions in Life" (Aoi, 1971) because human behavior involved in uses and gratifications of mass media can be regarded as an act which occurs frequently in our lives. Based on the findings of the analysis of the actions in life, factors involved in the act of television viewing can be captured through the following four concepts: motives, roles, norms and goals. Reviewing prior mass communication research, television-viewing motives can be conceptualized into two types: instrumental and expressive. Roles can be conceptualized through interpersonal communication involvement formed in groups talking about television. Norms can be regarded as future orientation based on the concept of delayed rewards through mass communication. Goals can be regarded as 4 types of gratifications obtained by television. Based on the "Theory of Life Structure-Analysis of Actions in Life" (Aoi, 1971), the following figure may describes a more comprehensive model to further explicate uses and gratifications [figure] The survey was conducted by a questionnaire method in January 2001. The subjects were 1572 Japanese junior high and high school students from the Tokyo, Chiba and Saitama prefectures. The total of valid responses was 1403. Through multiple regression analysis, the following relationships were found. Instrumental motives were linked positively to Information and Personal Relationships gratification. Expressive motives were linked positively to Personal Relationships, Interest, and Diversion gratifications. Upon television viewing, when one has a strong instrumental motive to adapt to the surrounding environment, the degree of Information gratification (gaining information about the world) becomes high. When one has a strong expressive motive, gratifications concerning interest or tension reduction become high. Instrumental and expressive motives both related with Personal Relationships gratification. Interpersonal communication involvement linked positively to Personal Relationships, Interest and Diversion gratifications. One can interpret that due to information exchange about television programs, the degree of these three gratifications are high. The audience is deeply involved through this kind of interpersonal relationship and therefore gains gratification through these three types. Furthermore these three types of gratification can be considered to be topic in interpersonal relationships that talk about television. Future orientation had a positive relationship with Information gratification and a negative relationship with Interest and Diversion gratification. Future orientation is therefore a factor that raises the degree of instrumental gratification (Information) and lowers the degree of expressive gratification (Interest, Diversion). The purpose of this study was to establish a new comprehensive framework concerning uses and gratifications studies and to clarify the relationship between the gratifications and other factors. Uses and gratifications studies have been criticized of having a weak theoretical research background. This study, based on the "Theory of Life Structure-Analysis of Actions in Life" presents a comprehensive model to further explicate uses and gratifications. Through indicating the relationships among the various factors and gratifications, this framework that can position television viewing in our lifestyle as an act of life.
国際基督教大学の論文

「利用と満足」モデル構築の試み(視聴覚教育)

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