Audience Activity and Soap Opera Involvement: A Uses and Effects Investigation.

This investigation examined the role of motives, attitudes, and audience activity in explaining the affective, cognitive, and behavioral involvement of 328 daytime soap opera viewers. Because inter correlations were found among motives, attitudes, activities, and involvement variables, canonical correlation analysis was used. There were two multivariate patterns. First, except for viewing to pass time, more salient viewing motivations (especially exciting entertainment and social utility), perceived realism, viewing intention, and attention were related to parasocial interaction, post viewing cognition, and post viewing discussion. Second, viewing for social utility, but not for voyeurism, and the lack of realism were related to post viewing discussion, but not to parasocial interaction. These audience orientations and the role of involvement in media uses and effects were discussed.

[1]  R. Rubin,et al.  Development of parasocial interaction relationships , 1987 .

[2]  A. Rubin,et al.  Audience Activity and Television News Gratifications , 1987 .

[3]  Elizabeth M. Perse,et al.  Soap opera viewing patterns of college students and cultivation , 1986 .

[4]  W. James Potter,et al.  Perceived reality and the cultivation hypothesis , 1986 .

[5]  A. Rubin,et al.  LONELINESS, PARASOCIAL INTERACTION, AND LOCAL TELEVISION NEWS VIEWING , 1985 .

[6]  Tania Modleski,et al.  Love's Labors@@@Loving with a Vengeance: Mass-Produced Fantasies for Women.@@@Reading the Romance: Women, Patriarchy, and Popular Literature. , 1985 .

[7]  David B. Hill,et al.  Viewer Characteristics and Agenda Setting by Television News , 1985 .

[8]  Dafna Lemish,et al.  Soap opera viewing in college: A naturalistic inquiry , 1985 .

[9]  Alan M. Rubin,et al.  Uses of daytime television soap operas by college students , 1985 .

[10]  Alison Alexander,et al.  Soap opera viewing motivations and the cultivation process , 1985 .

[11]  Kathy Kellermann MEMORY PROCESSES IN MEDIA EFFECTS , 1985 .

[12]  S. W. Stanford,et al.  PREDICTING FAVORITE TV PROGRAM GRATIFICATIONS FROM GENERAL ORIENTATIONS , 1984 .

[13]  A. Rubin Ritualized and Instrumental Television Viewing , 1984 .

[14]  A. Greenwald,et al.  Audience Involvement in Advertising: Four Levels , 1984 .

[15]  D. Rouner Active Televison Viewing and the Cultivation Hypothesis , 1984 .

[16]  M. R. Levy,et al.  AUDIENCE ACTIVITY AND GRATIFICATIONS , 1984 .

[17]  Philip Palmgreen,et al.  Uses and Gratifications: A Theoretical Perspective , 1984 .

[18]  J. Cacioppo,et al.  The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion , 1984 .

[19]  L. Wenner Political news on television: A reconsideration of audience orientations , 1983 .

[20]  Bernard M. Timberg The Rhetoric of the Camera in Television Soap Opera , 1983 .

[21]  Edward Jay Whetmore,et al.  The Soap Opera Audience Speaks: A Preliminary Report , 1983 .

[22]  Gretchen Barbatsis Soap Opera as Etiquette Book: Advice for Interpersonal Relationships , 1983 .

[23]  M. Cassata Plus Ca Change, Plus C'Est La Meme Chose An Analysis of Soap Opera from Radio to Television , 1983 .

[24]  M. R. Levy Conceptualizing and Measuring Aspects of Audience ‘Activity’ , 1983 .

[25]  Suzanne Pingree,et al.  The Soap Opera , 1983 .

[26]  Joseph R. Dominick,et al.  Mass Media Research: An Introduction , 1983 .

[27]  A. Rubin Television uses and gratifications: The interactions of viewing patterns and motivations , 1983 .

[28]  Andrew Ehrenberg,et al.  Glued to the Box?: Patterns of TV Repeat‐Viewing , 1982 .

[29]  Muzafer Sherif,et al.  Attitude and Attitude Change: The Social Judgment-Involvement Approach , 1982 .

[30]  M. Fine,et al.  Soap Opera Conversations: The Talk That Binds , 1981 .

[31]  Toshiko Miyazaki Housewives and Daytime Serials in Japan: A Uses and Gratifications Perspective , 1981 .

[32]  Cynthia Berryman-Fink,et al.  Research in Speech Communication , 1981 .

[33]  Alan M. Rubin,et al.  An Examination of Television Viewing Motivations , 1981 .

[34]  A. Sawczuk Teaching of mechanics in Poland , 1981 .

[35]  Alexis S. Tan Mass Media Use, Issue Knowledge and Political Involvement , 1980 .

[36]  Brian Rose,et al.  Thickening the Plot , 1979 .

[37]  J. Cacioppo,et al.  Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. , 1979 .

[38]  J. Blumler The Role of Theory in Uses and Gratifications Studies , 1979 .

[39]  W. Gantz,et al.  How Uses and Gratifications Affect Recall of Television News , 1978 .

[40]  Jennings Bryant,et al.  The Effect of Positioning a Message within Differentially Cognitively Involving Portions of a Television Segment on Recall of the Message , 1978 .

[41]  M. Levine Canonical Analysis and Factor Comparison , 1977 .

[42]  R. M. Durand,et al.  Some Precautions in Using Canonical Analysis , 1975 .

[43]  E. Katz,et al.  The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research Volume III. , 1975 .

[44]  J. Turow Advising and Ordering: Daytime, Prime Time , 1974 .

[45]  Natan Katzman TELEVISION SOAP OPERAS: WHAT'S BEEN GOING ON ANYWAY? , 1972 .

[46]  A. Greenwald 6 – Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change1 , 1968 .

[47]  H. E. Krugman THE MEASUREMENT OF ADVERTISING INVOLVEMENT , 1966 .

[48]  L. Bailyn Mass media and children: A study of exposure habits and cognitive effects. , 1959 .

[49]  D. Horton,et al.  Mass communication and para-social interaction; observations on intimacy at a distance. , 1956, Psychiatry.