Using the Mass Media

Abstract

Patterns of media use in an urban setting are related to media gratification processes, but the relationship of media use to the needs of the media users is a complex one. Television, newspapers, and books are perceived as the most helpful media sources of need gratification, while radio, magazines, and films are perceived as less helpful. Use of the media is, in general, related to their perceived helpfulness. However, use of the media is not clearly related to the expressed needs of the audience members. The media appear to form two groups, books, magazines, and films as contrasted to radio, television, and newspapers. This dichotomy appears to be based not only on content but on availability and accessibility.