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Housewives and Daytime Serials : Study on Uses and Gratifications


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Other Title
  • 主婦と昼間連続ドラマ : 利用と満足に関する一研究


Uses and gratifications studies ' are said to be experiencing a revival today. Focusing on the relationship between daytime serials and their main viewers, housewives, this paper seeks to discover how and why viewers watch the daytime serials, and within what environmental and individual conditions. As the theoretical basis of the research, the framework offered byK.E. Rosengren and S. Windahl was used. Indices such as interaction potential and ' involvement ' were borrowed from this work, although their content is quite changed in its application for the present research. In conducting this research 192 questionnaires and personality tests Maudsley Personality Inventory-M. P. I . ) were distributed and 185 were completed and returned. Of these 183 were suitable for analysis, and with those data the following results were found. 1) The index of social participation (the number of memberships in various groups) is not correlated to the daytime serial consumption nor the degree of involvement in dramas. 2) Interaction potential index does not affect the amount of daytime serial viewing, nor the degree of involvement in dramas. 3) The high degree of dissatisfaction with the husband and children does not increase the daytime serial consumption nor the degree of involvement. 4) Introverts with high neurotic tendency have higher degree of involvement in dramas. 5) The daytime serial viewers have higher tendency to neuroticism than non-viewers. Those with more dissatisfaction with their husband and child also have higher tendency to neuroticism. Interaction potential index was not correlated to the daytime serial consumption but showed a positive correlation with the amount of general TV viewing. This means that those who have more environmental possibility in satisfying a given need in natural way depend more on the functional alternatives. This is contradictory to the theoreti cal definition by K. E . Rosengren and S. Windahl. Among the four items which compose the interaction potential index, leisure time had the highest positive correlation with general television consumption. Finally the usefulness of the degree of involvement index is emphasized. Even if the audience's structuring of viewing by content preference is weak, we may be able to find the various relationships between the types of the content and the degree of involvement.



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