Degree Name

Master of Arts (MA)

Semester of Degree Completion

1995

Thesis Director

Douglas Bock

Abstract

Several past studies explore the gratifications received by mass media users. However, no former research focuses on radio as a single medium and investigates how gratifications change over a person's lifespan. This study utilized an altered version of Elliott and Quattlebaum's (1979) ten media gratification list and questioned a 14 to 60 year old sample group about the gratifications they receive from country music radio. The researcher selected country music because it is the most popular radio format today and because it provided the wide age parameters needed for the study. Two hundred and thirty-nine users of an Internet country music billboard were sent e-mail surveys and 95 usable questionnaires were returned. The results show statistical significance that females use country music radio more than males to get away from the cares and problems of everyday life. The research also found that 18 to 40 year old respondents use country music radio more than other age groups to overcome loneliness and to kill time. A factor analysis indicated three significant factors from the data.

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