PART ONE: LOOKING BACK Uses and Gratifications Research - Philip Palmgreen, Lawrence A Wenner, and Karl Erik Rosengren The Past Ten Years PART TWO: PERSPECTIVES ON THEORETICAL ISSUES The Social Character of Media Gratifications - Jay G Blumler An Expectancy-Value Approach to Media Gratifications - Philip Palmgreen and J D Rayburn II Transaction and Media Gratifications Research - Lawrence A Wenner Toward a Merger of Gratifications and Agenda-Setting Research - Maxwell E McCombs and David H Weaver The Concept of Audience Activity - Mark R Levy and Sven Windahl Structural Factors in Gratifications Research - Lennart Weibull Gratifications Research and Media Theory - Denis McQuail Many Models or One? PART THREE: PERSPECTIVES ON KEY RESEARCH AREAS The Nature of News Gratifications - Lawrence A Wenner Media Gratifications Through the Life Cycle - Alan M Rubin The Naturalistic Study of Media Use and Youth Culture - James Lull The Experimental Exploration of Gratifications from Media Entertainment - Dolf Zillmann Gratifications Associated with New Communication Technologies - Frederick Williams, Amy Friedman Phillips, and Patricia Lum PART FOUR: LOOKING AHEAD Reaching Out - Jay G Blumler, Michael Gurevitch, and Elihu Katz a Future for Gratifications Research Growth of a Research Tradition - Karl Erik Rosengren Some Concluding Remarks
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