1987/06/01 by Lewis Donohew, Philip Palmgreen, J.D. Rayburn · 2 citations
Arts and Humanities · Social Sciences · Psychology · #Media Influence and Health #Media, Gender, and Advertising #Impact of Technology on Adolescents #Audience measurement #Newspaper #Media use #Psychology #Social media #Advertising #Social psychology #Media studies #Sociology #Political science #Business
paper · doi:10.1080/08838158709386663
openalex publication_date 1987/06/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
This study examined how social and psychological factors, Including the need for activation, interact to produce different lifestyles and patterns of media use. The research identified four lifestyle types whose members differed significantly on a broad range of variables, including newspaper and newsmagazine readership, and gratifications sought from cable television. Persons with a high need for activation had lifestyles involving greater exposure to media sources of public affairs information than those with a lower need for activation and less cosmopolitan lifestyles. Results suggest that the roots of media use are far deeper than previously believed.