The main purpose of this study was to determine why people listen to one radio format as opposed to another. A secondary purpose was to derive hypotheses from the uses and gratifications theoretic perspective and to test those hypotheses. / Very little research has been conducted concerning formats, the elements which comprise them, and the reasons people listen to them. The author reviewed the pertinent literature concerning formats. He then reviewed the uses and gratifications literature, and, using the results of empirical studies, formed some empirical generalizations from which he derived several hypotheses linking psychological needs with specific elements of formats. / In order to test these hypotheses, the author constructed and pretested a questionnaire which was then distributed to 149 undergraduates. The questionnaire consisted of a psychological need inventory and questions related to media preferences. A content analysis of local radio stations was conducted. The needs, constructed from the questionnaire data by factor analysis, were correlated with the content analysis results as tests of the hypotheses. None of the hypotheses were statistically significant. / The author performed several post hoc analyses in order to control for confounding variables. The only post hoc measures which proved useful were corrections for attenuation, which rendered two of the hypotheses statistically significant. / The author concluded with suggestions for future research, including random sampling, conducting the study in a larger market, and the possible use of a different theoretic perspective. / Source: Dissertation Abstracts International, Volume: 42-06, Section: A, page: 2346. / Thesis (Ph.D.)--The Florida State University, 1981.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_74462 |
| Contributors | COX, JAMES CALHOUN, JR., Florida State University |
| Source Sets | Florida State University |
| Detected Language | English |
| Type | Text |
| Format | 80 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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