OLDER PERSONS' TV VIEWING PATTERNS AND MOTIVATIONS

Television viewing motivations and viewing patterns were examined for a sample of 340 aging and aged persons. Correlational relations between viewing motivations and viewing patterns were evident. Viewing motivations were found to be intercorrelated and canonical analysis located associations among viewing motivations and patterns. Companionship, habit, relaxation, arousal, escape, pass time, and product advertising motivations were interrelated and associated with increased television affinity, viewing levels, and game show and daytime serial watching. Information and entertainment motivations were interrelated and associated with news, documentary-magazine, and talk-interview program viewing. Multiple regression analysis determined that the salience of habit, pass time, and entertainment viewing motivations contributed to increased viewing levels; the salience of habit, companionship, product advertising, and entertainment viewing motivations contributed to increased television affinity. Implications of the findings for aging and mass communication research were discussed.

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