Lazarsfeld and Stanton's (Hertzog's) soap opera listeners
Background
Millions of listeners
(50% of women)
Theory
Why do they listen to such "drivel"?
1. Characteristics of the women themselves
social "isolates?"
few intellectual interests
less interested in public affairs
lower "self-assurance"
bigger fans of radio
2. What gratifications did they obtain?
Method
interviews and surveys of:
5,000 "non-farm" [town] women
5,000 Iowa women
1,500 Erie County women (election)
Results
Personality
not isolates,
but lower education,
more likely to read "stupid" magazines
(e.g., "True Confessions")
as much interest in politics,
but less likely to vote
no difference in self-assurance or worrying
more likely to use radio (over newspapers)
Gratifications
Emotional "release"
"Wishful thinking" (escape)
Valuable advice
Innovations:
The audience is ACTIVE
roots?
Lazarsfeld's political study
[people selectively expose themselves]
Uses & Gratifications theory:
1. People have existing needs
2. they use the media to satisfy these needs
Information/surveillance
Entertainment/companionship
Escape/boredom
3. they assess how satisfied they are
4. and media use determines effects
Return to Mass Media effects syllabus
On to lecture #6