NORMATIVE EXPECTATIONS AND INDIVIDUAL DECISIONS CONCERNING MEDIA GRATIFICATION CHOICES

1 July 1984

journal article
Published by SAGE Publications in Communication Research

Vol. 11 (3), 393-413
https://doi.org/10.1177/009365084011003004

Abstract

Results from this study, in which subjects evaluated gratifications for various media channels based on their beliefs concerning how “most people” would respond, indicate that each medium has a clear, socially defined image. This suggests a two-stage model of media channel utilization, of normative expectations followed by individual decisions.

Keywords

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