The Uses and Gratifications of Media Migration: Investigating the Activities, Motivations, and Predictors of Migration Behaviors Originating in Entertainment Television
2015; Taylor & Francis; Volume: 59; Issue: 2 Linguagem: Inglês
10.1080/08838151.2015.1029121
ISSN1550-6878
AutoresDrew D. Shade, Sarah Kornfield, Mary Beth Oliver,
Tópico(s)Media Influence and Health
ResumoIncreasingly, media consumers follow entertainment across media; migrating from one medium to the next seeking to fulfill different needs. Using survey methods (N = 444), this exploratory research examines the underlying elements of media migration by studying the uses and gratifications of migration behavior. Specifically, findings of this survey identify migration activities, motivations, and predictors of migration. Results suggest that several of the top migration activities are strongly tied to Internet use. Findings indicate that media migration is motivated by different needs, including entertainment, escape, enlightenment, and more content-congruent exposure. Finally, amidst various predictors, the need for content-congruent exposure emerged as a strong predictor of migration.
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