TY - JOUR
AU - Durall, Jean A.
AB - SPRING 1982 Journalism Quarterly Devoted to Research in Journalism and Mass Communication By Jack M. McLeod, Carl R. Bybee, and Jean A. Durall Evaluating Media Performance by Gratifications Sought and Received Two motivational models can be member's response biases, their under- lying assumptions are open to criticism used effictively to represent media because they may be arbitrary and insensi- use and satisfaction. tive to the needs of the audience. The second perspective reflects a resur- D The evaluation of media performance gence of interest in the uses and gratifica- can be approached from two divergent tions approach to communication perspectives. The first is from the view- research.2 Media performance is evaluated point of the researcher, which evaluates according to the audience member's sub- effectiveness from the extent to which jective report of what he or she wants from exposure to a medium or message~is asso- a given medium or type of content. This ciated with an observable change in approach frees the investigator from the audience attitudes, cognitions or behav- burden of forcing apriori standards on an iors. The criteria are those specified by the audience. Closer examination of this researcher, and explicitly or implicitly the second perspective is 
TI - Evaluating Media Performance by Gratifications Sought and Received
JF - Journalism Quarterly
DO - 10.1177/107769908205900101
DA - 1982-03-01
UR - https://www.deepdyve.com/lp/sage/evaluating-media-performance-by-gratifications-sought-and-received-GF6TdcM1dT
SP - 3
EP - 5
VL - 59
IS - 1
DP - DeepDyve
ER -