Uses & gratifications in college students' media use : a test of media complementarity theory
Date of Award
M.A. in Communication
Department of Communication
Advisor: James D. Robinson
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.
College students Health and hygiene, Mass media in health education, Digital media Social aspects, Information behavior, Internet in education
Copyright 2010, author
Scherer, Carrie Lynn, "Uses & gratifications in college students' media use : a test of media complementarity theory" (2010). Graduate Theses and Dissertations. 249.