COMMENTS ON 'GRATIFICATIONS RESEARCH' IN BROADCASTING

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 34, Heft 1

Abstract

A rejoinder to SA 0828/D9422 which advocated a more 'psychol'al' approach for broadcasting. This approach is seen to have serious limitations, particularly re the diff interpretations of what is meant by increasing the satisfaction programs give to all kinds of people & the utility of the output to the public. B. P. Emmett's model is based on how individuals feel about program output & it completely neglects any broader sociol'al considerations at the macro level of society. Mass COMM necessarily introduces soc implications which cannot be tapped by simply looking at the needs of individuals-needs which to a large extent are modivied or even produced by the soc network in which the individual lives. Any model which excludes this is seriously limited & naive. Furthermore, a model which is based on the gratification of individuals is not value-free. It must inevitably work in favor of the soc status quo since the needs of individuals are formed within existing soc structures & are not uninfluenced by the media themselves. How can an individual be gratified or dissatisfied with something in which he has no previous knowledge question Emmet's model accepts the naive notion of public demand as an ultimate aim in broadcasting. In addition, the model presupposes measurement of the gratification of diff needs, & yet the present state of both need theories & techniques of measurement is far from being satisfactory for practical applications. Emmett's model is inadequate, although it is hoped that it will stimulate a new role for res in broadcasting. B. P. Emmett (British Broadcasting Corp, London, England) REPLY TO NOR DENSTRENG -points out that the difficulty in such res seems to be that the objectives which a broadcasting org sets itself cannot be unrelated to the uses to which its recipients put the material. The viewer must be prepared to cooperate. It is agreed that a more comprehensive model of the interrelationship of broadcasting & society is needed. Meanwhile Emmett will continue to press for the freedom from ratings that his model promises. M. Maxfield.