StudInfoBehavSci_13_73.pdf 285 KB
The development of mass media preference scale
This study aims to develop the scale which measures what kinds of mass media people prefer to use. One hendred seventy six college students were administered the questionnaire which contained mass media preference scales, life style scales, IQ scales and demographic variables. Factor analysis of mass media preference sacales yielded five factors which were interpreted as prefrence to represent of own experience, preference of print media, preference to persist, preference of imagenary media, and preference of newspaper. The correlation between media preference and life style revealed that while print media preference students tend to to be high in curiosity and imagination, imagenary media preference students tend to to be naive and rough in thinking.
Memoirs of the Faculty of Integrated Arts and Sciences. III, Studies in information and behavior sciences
|date of issued||
Departmental Bulletin Paper
Departmental Bulletin Papers
Copyright (c) 1989 by Faculty of Integrated Arts and Sciences, Hiroshima University. All rights reserved.
Graduate School of Integrated Arts and Sciences