The relationship between media use patterns and the nature of media and message factors in the process of influence

• Michael Pfau ; Jong Guen Kang ^[1]
  1. [1] Ilinois State University
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 58, nº 3, 1992, págs. 182-191
• Idioma: inglés
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• Resumen

  • This study of 716 people revealed that mass media use patterns interact with both media and content factors in the process of influence, sometimes with results that contradict conventional wisdom about media use and influence. The findings illuminate important nuances involving media choice, targeting and design of commercial, political, and public service messages across print, radio, and television media.