Mass Media Channel Repertoire
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MASS MEDIA CHANNEL REPERTOIRE: MOTIVE, RESIDENTIAL LOCATION, TYPE OF MEDIUM AND RESIDENT TYPE AS PREDICTORS OF MEDIA ACTIVITY by CLARENCE JOSEPH COTTON, JR. (Under the direction of Joseph R. Dominick, Ph.D.) ABSTRACT Is a respondent’s residential location a significant variable in explaining the formation of a channel repertoire from among the mass media available in distinct geographic regions? Four hundred eighteen college students completed surveys between the spring of 1997 and the fall of 2000. Respondents identified which interpersonal and mass media activities they were most likely to use to satisfy nine Uses and Gratification motives. A Chi-Square and t-test were used to determine the likelihood that a medium would be used to satisfy a particular motive and the number of media included in a respondent’s channel repertoire, respectively. Results indicate that for certain motives urban respondents were more likely to use interpersonal and mass media activities than rural respondents. Further, urban respondents have a larger number of mass media activities in their repertoire than rural respondents. Most notably, the control variables (race, gender and income level) were better predictors of media activity than residential location, type of medium or resident type. INDEX WORDS: Uses and Gratifications, Mass Media Use, Urban, Rural, Channel Repertoire, Active Audience, Media Ecology MASS MEDIA CHANNEL REPERTOIRE: MOTIVE, RESIDENTIAL LOCATION, TYPE OF MEDIUM AND RESIDENT TYPE AS PREDICTORS OF MEDIA ACTIVITY by CLARENCE JOSEPH COTTON, JR. B.A., Virginia Union University, 1985 M.S., Iowa State University, 1989 A Dissertation Submitted to the Graduate Faculty of The University of Georgia in Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY ATHENS, GEORGIA 2002 © 2002 Clarence Joseph Cotton, Jr. All Rights Reserved MASS MEDIA CHANNEL REPERTOIRE: MOTIVE, RESIDENTIAL LOCATION, TYPE OF MEDIUM AND RESIDENT TYPE AS PREDICTORS OF MEDIA ACTIVITY by CLARENCE JOSEPH COTTON, JR. Approved Major Professor: Joseph R. Dominick, Ph.D. Committee: Louise M. Benjamin, Ph.D. Anandam P. Kavoori, Ph.D. Dean M. Krugman, Ph.D. Robert A. Pratt, Ph.D. Electronic Version Approved: Gordhan L. Patel, Ph.D. Dean of the Graduate School The University of Georgia August 2002 DEDICATION Many people have inspired, cajoled and/or persevered me as I completed this project. I want to thank Dr. Joseph R. Dominick, Jr. Before he ever met me, he inspired me. To my advisory committee members – Dr. Louise Benjamin, Dr. Andy Kavoori, Dr. Dean Krugman and Dr. Robert Pratt , I say thanks for your insight, guidance and patience. I have much respect for and admiration of Dr. Barry Sherman. He believed I could do this before I did -- rest in peace. Very special “thank yous” to Dr. Allison Alexander and Dr. James Fletcher. I appreciate the extra time and effort you both gave me. To the entire Grady College of Journalism family, once again, I say thanks. In Hampton, Virginia the list is long and remembered. Beginning with Mrs. Amanda Murray in Freshman Studies, to Dr. Michael Fain, Vanessa Moody Coombs, esq., Dr. Emmanuel Onyedike, and professors Gene Clabes, Charlotte Grimes, Dr. Curtis Holsopple, Rosalynne Whitaker-Heck all your support and encouragement has finally paid off. To you all I say thanks. To the rest of my family at "our home by the sea" your commitment to excellence has been duly noted. Without fail I give thanks to the Lord… for through me does he walk. To all my professors, students and research assistants -- this is for you, too. To my dearest friends, family and loved ones -- this is humbly dedicated. iv ACKNOWLEDGMENTS There are numerous people and organizations that must be acknowledged for their contribution to this effort. First, I must recognize the contributions of several colleagues around the country who administered the questionnaire to their students -- Mr. Harry L. Hix, Jr., The University of Oklahoma; Ms. Colleen White, Tougaloo College; Ms. Andra D. Rivers-Jones, University of Wisconsin-Whitewater; and, Dr. Raul Tovares, University of North Dakota. My family has been a source of constant support during this time. Without their wisdom, unconquerable faith and love these words would not have found their way onto page. I especially want to say thanks to my father and the congregation at Meadow Fork Baptist Church in Traveler's Rest, South Carolina. Also, I want to formally acknowledge the support of Judy Clabes and the Scripps Howard Foundation, the faculty of the Hampton University School of Liberal Arts and Education, and Dr. Martin Screen and the faculty of Department of Communicative Sciences and Disorders at Hampton University. One final acknowledgement goes to Michael Fain -- a friend, colleague, advisor and council, confidante, buddy, brother, critic and at times, conscience. Thanks for being you throughout this time in my life. v TABLE OF CONTENTS Page ACKNOWLEDGEMENTS.................................................................................................v LIST OF TABLES............................................................................................................. ix LIST OF FIGURES ........................................................................................................... xi CHAPTER 1: INTRODUCTION I. Purpose of Study ...........................................................................................1 II. Differences in the Polar Nature of Urban and Rural Life .............................3 III. Theoretical Framework: The Uses and Gratification Approach .................16 IV. Developments in the Availability of Mass Media Channels.......................21 V. Geography and Mass Communications Flows............................................23 VI. Economic Models and Media Market Homogeneity and Centrality...........29 VII. Conclusion...................................................................................................32 VIII. Research Questions .....................................................................................34 CHAPTER 2: LITERATURE REVIEW I. Introduction .................................................................................................35 II. Economic Analysis of Mass Communication Behavior..............................35 III. The Relationship Between Economic Theory and Uses and Gratifications Constructs....................................................................................................39 IV. Geographic and Spatial Analysis of Communication Behavior..................42 V. Organic Theory of the Development of Mass Media Niches......................44 VI. Media Channels...........................................................................................49 vi VII. Conclusion...................................................................................................73 CHAPTER 3: METHODOLOGY I. Introduction .................................................................................................75 II. Variables and Operationalizations...............................................................75 III. The Instrument ............................................................................................81 IV. Data Collection............................................................................................85 CHAPTER 4: DATA ANALYSIS AND DISCUSSION I. Introduction ................................................................................................90 II. Research Question #1 .................................................................................90 III. Research Question #2 ...............................................................................101 IV. Research Question #3 ...............................................................................100 V. Research Question #4 ...............................................................................102 VI. Research Question #5 ...............................................................................106 CHAPTER 5: CONCLUSION I. Overview..................................................................................................123 II. Summary.................................................................................................135 III. Limitations of Study ................................................................................139 IV. Recommendations for Future Study ........................................................141 BIBLIOGRAPHY............................................................................................................143 APPENDIX A. ZIP CODE DATA DESCRIPTION AND CATEGORIZATION .............164 B. ITEM CORRELATION TABLES .............................................................167 vii C. SURVEY QUESTIONNAIRE...................................................................177 D. CODEBOOK OF SURVEY QUESTIONNAIRE WITH COLUMNAR HEADINGS................................................................................................189 viii LIST OF TABLES Table Page 1. Data Set Demographic Characteristics ........................................................................89 2. a) Percent of Respondents using Media Channels.......................................................91 b) Percent of Respondents using Media Channels.......................................................92 c) Percent of Respondent using Media Channels .......................................................93 3. a) Mean number of media activities in