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Audience Selectivity and Involvement in the Newer Media Environment

This study filled gaps in previous research on audience activity by focusing on the temporal dimension of audience activity in the newer media environment. Specifically, this study considered two types of selectivity: program selection before exposure and changing channels while viewing. This study included four indications of audience involvement: intentionality, or anticipating television viewing; attention, or focused cognitive effort; elaboration, or thinking about program content; and engaging in distractions while viewing. Because the newer media environment provides more program choice, 342 cable subscribers who also owned remote-control devices completed questionnaires. Partial correlations indicated that selectivity and involvement were not necessarily consistent across time. But more salient viewing motives are linked to more preexposure activity. Canonical correlation revealed that instrumental use is marked by higher levels of activity before exposure and involvement during exposure. Ritualistic television use is reflected in higher selectivity before and during exposure but less involvement during exposure. The discussion focuses on implications of these findings for gratification-seeking activity and media effects.

Communication Research, Vol. 17, No. 5, 675-697 (1990)
DOI: 10.1177/009365090017005005


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