Uses and gratifications models derived from the mass media literature were applied to the study of media satisfaction and choice in organizations. Telephone interviews were administered to key informants in 241 organizations, which varied in size, type of business, environmental instability, and length of time the most frequently used communication technology had been in place. Of the models tested, cross-channel discrepancies in gratifications obtained from media alternatives predicted choice of each channel and satisfaction with a communication technology but not satisfaction with face-to-face or written memos. Measurement of gratifications sought at a general level of organizational communication content seeking yielded inconclusive results for models incorporating gratifications sought. Further research is needed with channel-specific gratifications sought and the expectancy-value models not tested here.
Get full access to this article
View all access options for this article.
References
1.
Adoni, H.
(1979). The functions of mass media in the political socialization of adolescents. Communication Research, 6, 84-106.
2.
Ajzen, I.
, & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
3.
Aldrich, J. H.
, & Nelson, F. D. (1984). Linear probability, logit, and probit models (Sage University Paper Series on Quantitative Applications in the Social Sciences No. 7). Beverly Hills, CA: Sage.
4.
Alexander, A.
(1985). Adolescents' soap opera viewing and relational perceptions. Journal of Broadcasting & Electronic Media, 29, 295-308.
5.
Babrow, A. S.
(1987). Student motives for watching soap operas. Journal of Broadcasting & Electronic Media, 31, 309-321.
6.
Babrow, A. S.
(1989). An expectancy-value analysis of the student soap opera audience. Communication Research, 16, 155-178.
7.
Babrow, A. S.
, & Swanson, D. L. (1988). Disentangling antecedents of audience exposure levels: Extending expectancy-value analyses of gratifications sought from television news. Communication Monographs, 55, 1-21.
8.
Bair, J. H.
(1989). Supporting cooperative work with computers: Addressing media mania. Proceedings of the 34th IEEE Computer Society International Conference. Washington, DC: IEEE.
9.
Bauer, R. A.
(1973). The audience. In I. S. Pool & W. Schramm (Eds.), Handbook of communication (pp. 141-152). Chicago: Rand McNally.
10.
Becker, L. B.
(1979). Measurement of gratifications. Communication Research, 6, 54-73.
11.
Bentler, P. M.
, & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.
12.
Blumler, J. G.
(1985). The social character of media gratifications. In K. E. Rosengren, L. A. Wenner, & P. Palmgreen (Eds.), Media gratification research (pp. 41-59). Beverly Hills, CA: Sage.
13.
Blumler, J. G.
, & McQuail, D. (1969). Television in politics. Chicago: University of Chicago Press.
14.
Campbell, D. T.
(1955). The informant in quantitative research. American Journal of Sociology, 60, 339-342.
15.
Carveth, R.
, & Alexander, A. (1985). Soap opera viewing motivations and the cultivation process. Journal of Broadcasting & Electronic Media, 29, 259-273.
16.
Chandler, A. D., Jr.
(1962). Strategy and structure. Cambridge: MIT Press.
17.
Cohen, J.
(1977) Statistical power analysis for the behavioral sciences (rev. ed.). New York: Academic Press.
18.
Cohen, J.
, & Cohen, P. (1983). Applied multiple regression / correlation analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.
19.
Converse, J. M.
, & Presser, S. (1986). Survey questions: Handcrafting the standardized questionnaire (Sage University Paper Series on Quantitative Applications in the Social Sciences No. 63). Beverly Hills, CA: Sage.
20.
Culnan, M. J.
, & Markus, M. L. (1987). Information technologies. In F. M. Jablin, L. L. Putnam, K. H. Roberts, & L. W. Porter (Eds.), Handbook of organizational communication: An interdisciplinary perspective (pp. 420-443). Newbury Park, CA: Sage.
21.
Daly, J. A.
, & McCroskey, J. C. (1984). Avoiding communication: Shyness, reticence, and communication apprehension. Beverly Hills, CA: Sage.
22.
Daly, J. A.
, & Miller, M. D. (1975). The empirical development of an instrument to measure writing apprehension. Research in the Teaching of English, 9, 242-249.
23.
Danowski, J. A.
(1980). Uniformity of group attitude-belief and connectivity of organizational communication networks for production, innovation and maintenance. Human Communication Research, 6, 299-308.
24.
Davison, W. P.
(1974). Functions of mass communication for the collectivity. In W. P. Davison & F.T.C. Yu (Eds.), Mass communication research: Major issues and future directions. New York: Praeger.
25.
Dobos, J.
, & Jeffres, L. W. (1988). Channel use, channel choices and organizational life cycle stages. Communication Research Reports, 5, 28-37.
26.
Emery, F. E.
, & Trist, E. L. (1965). The causal texture of organizational environments. Human Relations, 18(1), 21-32.
27.
Falcione, R. L.
, Sussman, L., & Herdman, R. P. (1987). Communication climate in organizations. In F. M. Jablin, L. L. Putnam, K. H. Roberts, & L. W. Porter (Eds.), Handbook of organizational communication: An inter-disciplinary perspective (pp. 130-164). Newbury Park, CA: Sage.
28.
Farace, R. V.
, Monge, P. M., & Russell, H. M. (1977). Communicating and organizing. Reading, MA: Addison-Wesley.
29.
Fishbein, M.
, & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
30.
Fulk, J.
, Schmitz, J. A., & Steinfield, C. W. (1990). A social influence model of technology use. In J. Fulk & C. Steinfield (Eds.), Organizations and communication technology (pp. 117-140). Newbury Park, CA: Sage.
31.
Fulk, J.
, Steinfield, C. W., Schmitz, J., & Power, J. G. (1987). A social information processing model of media use in organizations. Communication Research, 14, 529-552.
32.
Galloway, J. J.
, & Meek, F. L. (1981). Audience uses and gratifications: An expectancy model. Communication Research, 8, 435-449.
33.
Guetzkow, H.
(1965). Communication in organizations. In J. G. March (Ed.), Handbook of organizations (pp. 543-572). Chicago: Rand McNally.
34.
Herzog, H.
(1944). What do we really know about daytime serial listeners? In P. F. Lazarsfeld & F. N. Stanton (Eds.), Radio research, 1942-1943 (pp. 3-33). New York: Duell, Sloan & Pearce.
35.
Hur, K. K.
, & Robinson, J. P. (1981). A uses and gratifications analysis of viewing of “Roots” in Britain. Journalism Quarterly, 58, 582-588.
36.
Inkson, J.H.K.
, Pugh, D. S., & Hickson, D. J. (1970). Organizational context and structure: An abbreviated replication. Administrative Science Quarterly, 15, 318-329.
37.
Katz, D.
, & Kahn, R. L. (1978). The social psychology of organizations (2nd ed.). New York: Wiley.
38.
Katz, E.
, Gurevitch, M., & Haas, H. (1973). On the use of the mass media for important things. American Sociological Review, 38, 164-181.
39.
Kerr, E. B.
, & Hiltz, S. R. (1982). Computer mediated communication systems. New York: Academic Press.
40.
Kippax, S.
, & Murray, J. P. (1980). Using the mass media: Need gratification and perceived utility. Communication Research, 7, 335-360.
41.
Kline, F. G.
, Miller, P. V., & Morrison, A. J. (1974). Adolescents and family planning information: An exploration of audience needs and media effects. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratification research (pp. 113-136). Beverly Hills, CA: Sage.
42.
Lemish, D.
(1985). Soap opera viewing in college: A naturalistic inquiry. Journal of Broadcasting & Electronic Media, 29, 275-293.
43.
Levy, M. R. (1978, April). The audience experience with television news. Journalism Monographs (Serial No. 55).
44.
Lichtenstein, A.
, & Rosenfeld, L. (1984). Normative expectations and individual decisions concerning media gratification choices. Communication Research, 11, 393-413.
45.
Lometti, G. E.
, Reeves, B., & Bybee, C. R. (1977). Investigating the assumptions of uses and gratifications research. Communication Research, 4, 321-338.
46.
Loyd, B. H.
, & Gressard, C. (1984). Reliability and factorial validity of computer attitude scales. Educational and Psychological Measurement, 44, 501-505.
47.
McGranahan, D. A.
(1976). Correcting for informant bias. American Sociological Review, 41, 176-179.
48.
McLeod, J. M.
, & Becker, L. B. (1974). Testing the validity of gratification measures through political effects analysis. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratification research (pp. 137-164). Beverly Hills, CA: Sage.
49.
McLeod, J. M.
, Bybee, C. R., & Durall, J. A. (1982). Evaluating media performance by gratifications sought and received. Journalism Quarterly, 59, 3-12, 59.
50.
Namenwirth, J.
, Miller, R., & Weber, R. (1981). Organizations have opinions. Public Opinion Quarterly, 45, 463-476.
51.
Palmgreen, P.
, & Rayburn, J. D. (1979). Uses and gratifications and exposure to public television: A discrepancy approach. Communication Research, 6, 155-180.
52.
Palmgreen, P.
, & Rayburn, J. D. (1982). Gratifications sought and media exposure: An expectancy value model. Communication Research, 9, 561-580.
53.
Palmgreen, P.
, & Rayburn, J. D. (1985). A comparison of gratification models of media satisfaction. Communication Monographs, 52, 334-346.
54.
Palmgreen, P.
, Wenner, L. A., & Rayburn, J. D. (1980). Relations between gratifications sought and obtained. Communication Research, 7, 161-192.
55.
Palmgreen, P.
, Wenner, L. A., & Rayburn, J. D. (1981). Gratification discrepancies and news program choice. Communication Research, 8, 451-478.
56.
Rayburn, J. D.
, & Palmgreen, P. (1984). Merging uses and gratifications and expectancy-value theory. Communication Research, 11, 537-562.
57.
Rayburn, J. D.
, Palmgreen, P., & Acker, T. (1984). Media gratifications and choosing a morning news program. Journalism Quarterly, 61, 141-156.
58.
Redding. W. C.
(1972). Communication within the organization: An interpretative review of theory and research. New York: Industrial Communication Council.
59.
Rice, R. E.
(1984). Mediated group communication. In R. E. Rice & Associates, The new media: Communication, research, and technology (pp. 129-154). Beverly Hills, CA: Sage.
60.
Rice, R. E.
, & Bair, J. H. (1984). New organizational media and productivity. In R. E. Rice & Associates, The new media: Communication, research, and technology (pp. 185-215). Beverly Hills, CA: Sage.
61.
Rice, R. E.
, & Williams, F. (1984). Theories old and new: The study of new media. In R. E. Rice & Associates, The new media: Communication, research, and technology (pp. 55-80). Beverly Hills, CA: Sage.
62.
Rubin. A. M.
(1981a). An examination of television viewing motivations. Communication Research, 8, 141-165.
63.
Rubin, A. M.
(1981b). A multivariate analysis of “60 Minutes” viewing motivations. Journalism Quarterly, 58, 529-534.
64.
Rubin, A. M.
(1983). Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27, 37-51.
65.
Rubin. A. M.
(1984). Ritualized and instrumental television viewing. Journal of Communication, 34, 67-77.
66.
Rubin, A. M.
(1985). Use of daytime television soap operas by college students. Journal of Broadcasting & Electronic Media, 29, 241-258.
67.
Rubin, A. M.
, & Perse, E. M. (1987a). Audience activity and soap opera involvement. Human Communication Research, 14, 246-268.
68.
Rubin, A. M.
, & Perse, E. M. (1987b). Audience activity and television news gratifications. Communication Research, 14, 58-84.
69.
Rubin, A. M.
, Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television viewing. Human Communication Research, 12, 155-180.
70.
Seidler, J.
(1974). On using informants: A technique for collecting quantitative data and controlling measurement error in organization analysis. American Sociological Review, 39, 816-831.
71.
Steinfield, C. W.
(1986). Computer-mediated communication in an organizational setting: Explaining task-related and socioemotional uses. In M. L. McLaughlin (Ed.), Communication yearbook 9 (pp. 777-804). Beverly Hills, CA: Sage.
72.
Stohl, C.
, & Redding, W. C. (1987). Messages and message exchange processes. In F. M. Jablin, L. L. Putnam, K. H. Roberts, & L. W. Porter (Eds.), Handbook of organizational communication: An interdisciplinary perspective (pp. 451-502). Newbury Park, CA: Sage.
73.
Van Leuven, J.
(1981). Expectancy theory in media and message selection. Communication Research, 8, 425-434.
74.
Warner, W. L.
, & Henry, W. E. (1948). The radio day time serial: A symbolic analysis. Genetic Psychology Monographs, 37, 7-69.
75.
Weaver, D.
, Wilhoit, G. C., & deBock, H. (1980). Personal needs and media uses in the Netherlands and the United States. Gazette, 26, 171-194.
76.
Wenner, L. A.
(1982). Gratifications sought and obtained in program dependency: A study of network evening news programs and 60 Minutes. Communication Research, 9, 539-560.
77.
Wenner, L. A.
(1986). Model specification and theoretical development in gratifications sought and obtained research: A comparison of discrepancy and transactional approaches. Communication Monographs, 53, 160-179.
78.
Williams, F.
, Phillips, A. F., & Lum, P. (1985). Gratifications associated with new communication technologies. In K. E. Rosengren, L. A. Wenner, & P. Palmgreen (Eds.), Media gratifications research (pp. 241-252). Beverly Hills, CA: Sage.
79.
Windahl, S.
(1981). Uses and gratifications at the crossroads. In G. C. Wilhoit & H. deBock (Eds.), Mass communication review yearbook (Vol. 2, pp. 174-185). Beverly Hills, CA: Sage.
