Uses of daytime television soap operas by college students

ALAN M. RUBIN

130 citations0/0 files storedJournal of Broadcasting & Electronic Media

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Media Influence and Health Media Studies and Communication Media and Digital Communication

Abstract

Interviews were conducted with a random sample of 1023 students at 11 U.S. universities. Four primary motives for watching daytime television soap operas were ascertained via factor analysis. These were: Orientation, Avoidance, Diversion, and Social Utility. Correlation and regression were used to consider the links among these motives and several viewing and life pattern variables. Involvement was a significant predictor of all viewing motives, especially orientation use of soap operas. Life satisfaction and soap opera affinity contributed to nonescapist, diversionary use of the programs. Implications of the findings were discussed with particular attention to ritualistic and instrumental use, audience activity, and life context.

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References

1981Communication Yearbook 3 1979The Role of Theory in Uses and Gratifications Studies 1984Ritualized and Instrumental Television Viewing 1987Mass Communication Review Yearbook 1962On the Use of the Mass Media as "Escape": Clarification of a Concept 1984AUDIENCE ACTIVITY AND GRATIFICATIONS 1985Soap opera viewing motivations and the cultivation process

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