미디어이용에 관한 기대가치론적 충족모형의 경험적 분석 = 로컬TV 뉴스 시청을 중심으로

다국어 초록 (Multilingual Abstract)

Palmgreen's expectancy-value gratifications model shows that gratifications sought from television watching would mediate the impact of expectancy-values on television viewing indicating the merge of expectancy-value and uses and gratifications concepts.
This study addresses two major questions: (1) Do gratifications explain local TV news watching?; (2) Can expectancy value theories do a better job than traditional uses and gratifications models in explaining local TV news viewing? In other words, this study attempts to come up with TV news gratifications model and to better understand process of local television news watching.
A sample of 575 respondents in the area of Kwangju-Jeonnam completed a questionnaire dealing with their use of the local television news-KBC, KBS-Kwangju, and MBC-Kwangju.
Data indicate that gratifications are significantly related to local TV news watching, even with controls for expectancy-values. However, behavioral intention is a strong and stable predictor of media exposure. Expectancy-values have no direct effect on local TV news viewing with controls for gratification items, and their utility as a predictor of behavioral intentions appears to be promising.
The findings recommend that researchers examine more closely the relationship between gratifications concept and TV news watching before exploring in more depth the relationship between gratifications and other cognitive and affective elements.

목차 (Table of Contents)

• 1. 문제제기
• 2. 이론적 배경 및 선행연구
• 3. 연구방법
• 4. 연구결과
• 5. 결론 및 논의
• 참고문헌
• Abstract