Psychological Analysis: Uses of Media
by
J. Murr and M. Wilson

The Question

The question researched was what do British media consumers seek from their media experiences and whether it is different in the United States. This question is important because mass media is reliant on their consumers.

Methods/Results

The following is the survey that was given to four people from the United States and four people from Great Britain. From each country, two males and two females were questioned. They all came from a middle class background. They were given the questionnaire and asked to complete it and return it when finished. At the end of each question the results are listed to show the responses. The number of people to answer the particular letter was placed behind that letter (ie. A) 2 - 2 people chose answer A.)

Please answer the following questions as honestly as possible by circling the choice that best suits your lifestyle. This questionnaire is simply to get a rough measure of what you as a consumer of the media seek. If you have any additional comments please fill in the optional comments sections at the end. Thank you for your time!

Television

I watch television –

A. 0-5 hours a week B. 5 – 10 hours a week

C. 10-15 hours a week D. 15 or more hours a week

Results:

I mainly watch television for –

A. action/adventure B. Drama C. Comedy D. Sports

News and Politics

Results:

IF YOU ANSWERED E TO QUESTION 2 PLEASE PROCEED TO QUESTIONS 3, 4, AND 5. IF NOT PLEASE GO DIRECTLY TO QUESTION 6.

I watch the news –

A. every day B. a couple of times per week

Results:

I prefer to watch the news –

in the mornings only

in the evenings only

in the mornings and evenings, it doesn’t matter

Results:

 

I really like to watch the news because –

it keeps me up to date on the things happening in my local area.

it keeps me up to date on the things that are happening globally.

It’s the only way to learn about what is happening in my area, and elsewhere.

Results:

I always turn a television program on because I can relate to the characters in my favorite show. –

This is a completely true statement according to my television habits.

I cannot seem to relate to anyone on television.

I neither agree nor disagree with this statement.

Results:

I would cancel an activity (one that doesn’t relate to television at all) in order to stay in and watch my favorite show.

A. True B. False

Results:

My relatives/and or friends often complain that I spend too much time watching television.

A. True B. False

Results:

I feel –

extremely let down if my favorite program is cancelled.

moderately let down if my favorite program is cancelled.

not at all let down if my favorite program is cancelled.

Results:

If you could please explain why you like a particular type of program, or television in general. Are there any specific things that you look for on television that were not mentioned in this section?

Newspapers

I consider the newspaper to be an extremely important part of my life.

A. True B. False

Results:

 

The newspaper is –

A. delivered to my house B. something that I will buy once in a while

C. something that I will pick up when someone has left it lying around

Results: **

IF YOU ANSWERED A TO QUESTION 11 PLEASE PROCEED TO QUESTIONS 12 AND 13. IF NOT GO DIRECTLY TO QUESTION 14.

I receive the newspaper –

A. every morning B. a couple of times a week C. only on weekends

Results: ***

I mainly have the newspaper –

A. for myself B. for myself and a spouse C. for work or school only

for the entire family

Results:

 

My favorite part of the newspaper is –

A. News (including politics) B. International C. Sports

Entertainment (including the funnies)

Results:

I believe –

every thing that I read in the newspaper is true.

some of what I read in the newspaper is true.

that I am not sure if what I read in the newspaper is true.

Results:

The newspaper is one of the best ways to obtain information. I prefer it over any other medium.

A. True B. False

Results:

Once in a while I pick up a tabloid newspaper.

A. True B. False

Results:

Tabloid news is –

completely false

somewhat true

I have no idea, it is just entertaining

Results:

If you could please explain why you like the newspaper. Are their any specific things that you look for in the newspaper that were not mentioned in this section?

Radio

I generally listen to the radio –

A. in my car B. in my house C. if it is on in the background

whenever I can

Results:

 

My favorite type of radio program is –

one that plays all music

talk radio

one that plays music and news updates

Results:

I listen to –

FM more often than AM

AM more often than FM

Both

Results:

I would rather –

listen to the radio in the morning

listen to the radio in the afternoon and evenings

listen to the radio any time of the day

Results:

The radio is the best way to get first hand top news coverage.

A. True B. False

Results:

I believe that the disc jockeys that I often listen to –

care very much about their program

don’t really care about their program

Or

I do no listen often enough to judge

Results:

I would –

listen to my favorite program before listening to a CD or tape

rather listen to a CD or tape

Or

sometimes I prefer the radio and other times I prefer a CD or tape

Results:

If you could please explain why you like a particular radio program or the radio in general. Are their any specific things that you listen for on the radio that were not mentioned in this section?

Film

I go to the movies –

A. once or twice a week B. once or twice a month

once or twice a year

If more often or less please explain:

Results:

My favorite type of film is -

A. action/adventure B. drama C. comedy D. romance

Results:

 

Movies are a chance for me to escape every day life.

A. True B. False

Results:

Do you own a VCR?

A. Yes B. No

Results:

IF YOU ANSWERED YES TO QUESTION 29 PROCEED TO QUESTION 30. IF NOT PLEASE GO DIRECTLY TO QUESTION 33.

I rent videos –

on a weekly basis

a couple of times a month

only on special occasions

Results:

Watching a movie in my own home –

is better because I can start and stop it whenever I want.

Is better because I don’t have to watch the commercials and previews

Both A and B

Results:

The film rental stores that I belong to –

always have the film that I want in stock.

never seem to have the film that I want in stock

Or

I cannot make a judgement

Results:

The price that I pay to see a movie –

is always reasonable

is always too expensive

is the reason that I don’t go to the movies that often

Results:

I prefer film much more than I prefer television.

A. True B. False

Results:

I like to watch films that portray a realistic view of the world.

A. True B. False

Results:

If you could please explain why you like film in general or compared to other mediums. Are their any specific things that you like about film that were not mentioned in this section?

Also please note that there is no section on magazines. This does not mean that they are not an extremely important part of the mass media. Please feel free to make any comments regarding magazines. Thanks again for your time.

Additional Results and Comments:

*#27- 1 put all the above, 1 put depends on their mood.

**#10- One person chose not to answer

Additional Comments-

American #1

Comments on Television

"I enjoy shows that mock society- South Park, The Simpsons, Tom Green. However, sometimes I get sucked into sitcoms like Friends and Felicity."

Comments on Newspapers

"I like U.S.A. Today – it tends to be very colorful with tons of pictures. It also covers a lot more national news than most papers."

Comments on Radio

"I like radio that plays diverse music – I don’t like billboard crap. I enjoy funny and personable D.J’s. I don’t like when they talk too much, but I enjoy when they talk periodically and quickly inform me about music, events, and anything news worthy like the weather or emergencies."

Comments on Film

"Movies are usually something I watch if there is not much else to do or if I feel lazy. I rarely plan my day or weekend around a new release."

American #2

Comments on Radio

"I think radio should play music most people haven’t heard, and not play the same 40 songs ad nauseum."

American #4

Comments on Television

"If it makes me laugh and is intellectually challenging, I like it."

Comments on Newspapers

"I like all the aspects of it!"

British person #1

Comments on Film

"I prefer to wait for a movie to come out on video."

Conclusions

Overall, the answers indicate that there does not seem to be an extreme difference between media consumers in America and Great Britain. All of the people surveyed, American or British expressed great interest in the media and seem to get a lot of use out of all of the mediums. The British did seem to express more interest in newspapers than Americans. Even though the British expressed a greater interest in newspapers, they also expressed a negative attitude toward the print media. Americans seem more interested in television and film, and spend more time on those two mediums than the British. The British people seem to like more talk radio than Americans do. The Americans expressed interest in music radio instead. A study over a longer period of time may indicate that there are differences between the media consumers. However, this was a short-term study. It would be interesting to develop the study even further, some helpful suggestions would be:

To study persons who have lived in both America and Great Britain.

To survey a larger amount of people separated by gender and age differences as well as nationality.