ALIENATION AND USES OF THE MASS MEDIA
In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 29, Heft 4, S. 583-594
ISSN: 0033-362X
Alienation, defined as a rejection of soc instit's & processes, plays an important role in sociol'al res & theory. A measure of the degree of alienation is examined re MM exposure, interest in sensational content, & gratifications obtained from the media. 2 hyp's are suggested: (1) the alienated person will spend more time using the MM in order to compensate for a lack of satisfaction with more personal COMM; (2) within a given medium, the alienated person will select content that agrees with his image of a hostile & unpredictable world, such as news of accidents & violence & glamorous personages. He will be little interested in gov'al news or any content that depends on empathy with abstract instit's. These hyp's were tested in personal interviews with 180 adults from Madison, Wise. The interviewing method is explained & the results, presented in 4 tables, show little evidence of a positive r between alienation & time spent using the MM, & indicate that alienation is associated with lower interest in 'nonsensational' headlines, but the hypothesis of a positive association of alienation & interest in `sensational' headlines was not supported. The data also indicate that the more alienated the R, the less likely he was to think informational reasons applied to him, & the more likely was his acceptance of vicarious reasons as gratifications connected with his newspaper reading. Both alienation & educ were found to be clear, though not strong, predictors of gratifications attributed to reading newspapers. M. Maxfield.