A model of need gratification inspired by the work of K.E. Rosengren suggests a theoretical framework making it possible to identify, measure, and assess the components of the need gratification process with respect to the mass media. Methods having cognitive and behavioral components are designed by individuals to achieve need gratification. Deep…

A study was conducted as part of a program to develop and test an individual level communications model. The model proposes that audience members bring to communications situations a set of learned cognitive processing strategies that produce cognitive structural representations of information in memory to facilitate the meeting of the various…

Results indicate that each of the nine media studied (newspapers, magazines, commercial and public television, books, radio, friends, recorded music, film) has a clear, socially defined image, suggesting a two-stage model of media channel utilization--normative expectations followed by individual decisions. (PD)