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Uses and gratifications in college students' media use: A test of media complementarity theory

Scherer, Carrie L.

Abstract Details

2010, Master of Arts (M.A.), University of Dayton, Communication.
There is a fear in industries such as print and television that the continued expansion of the Internet is the death of traditional media. The present study uses media complementarity theory and uses and gratifications theory to determine if traditional media and the Internet can exist simultaneously for the fulfillment of health information seeking needs. Primary data analysis of college students revealed a relationship between traditional media use and Internet use for health information seeking in general, and when controlling for perceived gratifications. Furthermore, when examining the role of health orientation in this relationship, results showed that complementarity media use for health information seeking can be examined for all college students, regardless of whether they are active or passive in managing their health.
James D. Robinson, PhD (Advisor)
Teresa Thompson, PhD (Committee Member)
Jonathan Hess, PhD (Committee Member)
59 p.

Recommended Citations

Citations

  • Scherer, C. L. (2010). Uses and gratifications in college students' media use: A test of media complementarity theory [Master's thesis, University of Dayton]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=dayton1271699466

    APA Style (7th edition)

  • Scherer, Carrie. Uses and gratifications in college students' media use: A test of media complementarity theory. 2010. University of Dayton, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=dayton1271699466.

    MLA Style (8th edition)

  • Scherer, Carrie. "Uses and gratifications in college students' media use: A test of media complementarity theory." Master's thesis, University of Dayton, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=dayton1271699466

    Chicago Manual of Style (17th edition)