Departmental Papers (ASC)

Document Type

Journal Article

Date of this Version

4-1973

Comments

Postprint version.

Suggested Citation:
Katz, E., Gurevitch, M. and Haas, H. (1973). “On the Use of Mass Media for Important Things,” American Sociological Review, 38.

The final, definitive version of this article has been published in the Journal, American Sociological Review, Vol. 38, 1973. © American Sociological Association, 1973.

Abstract

The mass media are ranked with respect to their perceived helpfulness in satisfying clusters of needs arising from social roles and individual dispositions. For example, integration into the sociopolitical order is best served by newspaper; while "knowing oneself" is best served by books. Cinema and books are more helpful as means of "escape" than is television. Primary relations, holidays and other cultural activities are often more important than the mass media in satisfying needs.


Television is the least specialized medium, serving many different personal and political needs. The "interchangeability" of the media over a variety of functions orders televisions, radio, newspapers, books, and cinema in a circumplex. We speculate about which attributes of the media explain the social and psychological needs they serve best. The data, drawn from an Israeli survey, are presented as a basis for cross-cultural comparison.

 

Date Posted: 19 April 2011

This document has been peer reviewed.