Uses & gratifications in college students' media use: a test of media complementarity theory

Date of Award

2010

Degree Name

M.A. in Communication

Department

Department of Communication

Advisor/Chair

Advisor: James D. Robinson

Abstract

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.

Keywords

College students Health and hygiene, Mass media in health education, Digital media Social aspects, Information behavior, Internet in education

Rights Statement

Copyright © 2010, author

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