DOCUMENT RESUMEED 095 560CS 201 517AUTHORJeffres, Leo W.TITLEFunctions of Media Behaviors.PUB DATEAug 74NOTE33p.; Paper presented at the Annual Meeting of theAssociation for Education in Journalism (57th, SanDiego, August 18-21, 1974)EDRS PRICEMF-$0.75 HC -$1.65 PLUS POSTAGEDESCRIPTORSHigher Education; *Journalism; Listening Habits;*Mass Media; *Media Research; Newspapers; Radio;Reading Habits; *Research Design; *Research Tools;Television ViewingIDENTIFIERS*Media Behavior UnitABSTRACTIndividuals engage in media behavior several timesdaily. If a medium is actually used, that decision isone of a seriesof points which constitute a media behavior unit. The media behaviorunit is used in several ways. First, by looking at particularattributes, researchers can determine whether an individual isconsistent in medium behavior--whether John Doe usually reads thenewspaper in the same sequence. If the attribute in question is notmedium-bound, then researchers can determine how consistentanindividual is across media behaviors--whether John Doe ismoreconsistent in his affective evaluation of content consumed duringnewspaper reading than of that consumed during television viewing.Secondly, the analytic unit described allows researchers to focusonrelationships in the actual media situation. For example, when peopleare lonely are they more likely to turn on the radio for company ordo they seek a particular content? This example illustrates twoconcepts introduced in this paper, media-seeking and content-seeking.Content-seeking is viewed as the process in which individuals desirethat a function pertaining to content be fulfilled and thenengage inmedia behavior. In media-seeking the function the individualwantsfulfilled is not tied to content. (Author/RB)
U S DEPARTIAENT OF HEALTH,EDUCATION 6 WELFARENATIONAL NSTITUTE OFEDUCATIONTHIS DOCUMENT ilASBEEN REPRODUCED EXACTLY A;'. RECEIVED FROMTHE PERSON OR ORGANiZACDA tiNG IT POINTS OF VIEW OR JPINIONSSTATED DO NOT NECESSARILY REPRE4r)SENT OFFICIAL NATIONSL IteSTITUTE OFEDUCATION POSITION OR POLICYL1"1FUNCTIONS OF MEDIA BEHAVIORSbyLao W. JeffresUniversity of MinnesotaPaper presented to the Theory and MethodologyDivision,Association for Education in Journalism, San Diego, Calif.Augvat, 1974The survey reported in this paper was made possible throughfinancial support ofthe Research Division of the School of Journalism and MassCommunication, Universityof Minnesota.The author gratefully acknowledges the guidance and aidof Prof.Deniel B. Wackman, director of the Research Division.
INTRODUCTIONCommunication researchers have avoided conceptual models which utilize specificinstances of media behaviors as the unit of analysis, preferring instead to studyeffects or the manner to which individuals process media content.