A Sociological Approach to Communications Research

Abstract

IN this article the hypothesis that the opinion of an individual is a function of his group a affiliations is explored as it applies to the mass media habits of children. It is found that whether or not the child is a member of group of other children the same age influences both his choice of media and the meaning the content of these media have for him. This study underlines the value of a number of sociological concepts as tools in communications research.