NORMATIVE IMAGES OF COMMUNICATION MEDIA - MASS AND INTERPERSONAL CHANNELS IN THE NEW MEDIA ENVIRONMENT

This study is an extension of earlier uses and gratifications research that identified normative images of mass media. The article considers how well 12 different mass and interpersonal communication channels fill 11 communication needs. A sample of 649 adults completed self-administered questionnaires, the responses of which were submitted to cluster analysis, which identified five channel clusters; Video, Interpersonal, Print, Computer, and Audio. In general, the Interpersonal cluster (conversation and telephone) was rated the most useful at filling various needs, with Computer rated the least useful. Consistent with previous research, clusters that were most useful at filling personal needs were rated highest in social presence. The discussion relates this study's findings to previous research and notes implications for research on the newer communication technologies.