Date of Award


Document Type


Degree Name

Master of Arts (M.A.)


Graduate School

First Advisor

Linda L. Nolan

First Committee Member

Jon F. Schamber

Second Committee Member

R. Alan Ray


The first step in this process is to define what is implied by the term "Uses and Gratifications" and to elaborate on current perspectives of the uses and gratifications paradigm in order to understand the need for the present research. As the second step in this process. a discussion of the variable of audience personality will be explored in order to describe why some of the people exhibit different preferences for different television program content. The end result of this discussion on personality and program preference will be a contribution to the body or heuristic knowledge surrounding the reasons for specific television behaviors by the audience.



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Creative Commons Attribution 4.0 International License
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