Uses of magazines as "manual" : Uses and gratifications approach

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  • TADA Naoko
    Department of Social Psychology, Faculty of Graduate School of Humanities and Sociology, The University of Tokyo

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  • 雑誌のマニュアル利用行動の実証とその解釈
  • ザッシ ノ マニュアル リヨウ コウドウ ノ ジッショウ ト ソノ カイシャク

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Abstract

Using the scheme of media "uses and gratifications" study, two surveys with 800 random samples at Nerima ward in l994 and Bunkyo ward in 1995, respectively, were conducted. The results of the 1994 survey showed the existence of the wide usage of magazines as "manual." This usage of magazines as manuals was more widespread among the younger people than the older people: the younger people not only used magazines as manuals, but they were also inclined to obtain gratifications after the use. It was also found that the use of magazines as maumals was consummatory (self-gratifying). The results of the 1995 survey showed that the use of magazines as manuals was interpretable as an active use of mass media. This interpretation is quite consistent with the traditional viewpoint of "uses and gratifications" study.

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