MASS MEDIA USE AND OPPORTUNITY STRUCTURE IN RURAL BRAZIL

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 36, Heft 1, S. 56-68

Abstract

The question is examined whether restricted opportunity structures are associated with escapist or instrumental media preferences. Data from a survey of 18 selected communities in Ru Brazil in which 1,154 farm operators were interviewed show that the exposure to instrumental media is greater in the more 'constricted' communities, though within these communities it is directly r'ed with SS. Despite lower yrly income, the poorer farmers from constricted communities are more likely to visit Ur centers than their counterparts in open communities. The signif interaction effect appears to result from the much higher tendency for fam & esp subsistence farmers in the constricted community to travel. For farmers in the 2 upper strata, the diff's between community types appeared negligible. These findings are interpreted as attesting to the essential rationality of the peasant in confronting his situation. 5 Tables. Modified HA.