INVOLVEMENT WITH LOCAL TELEVISION-NEWS - COGNITIVE AND EMOTIONAL DIMENSIONS

This study considered involvement as audience activity, as an indication that audience members are participating in mass media content. On the basis of previous communication research, involvement is viewed as audience activity with both cognitive and affective dimensions. Cognitive involvement reflects attention to, recognition of, and elaboration on media content. Emotional involvement reflects internal feelings. The purpose of this study was to check the validity of this view of involvement in the context of local television news by (a) testing the relationship between the strength of news viewing motivation and involvement intensity, (b) testing the relationship between the type of news viewing motivation and involvement orientation, and (c) testing the relationship between cognitive and emotional involvement. Adult local news viewers (N = 305) completed pertinent questionnaires. Pearson and canonical correlation partly supported the proposed view of media involvement. Utilitarian viewing motivation was associated with higher cognitive involvement and feelings of anger while watching local news. Diversionary motivation was associated with feeling happy while watching news. There were links between cognitive and emotional involvement with news. The discussion focuses on the importance of involvement and motivation in media effects research. Copyright © 1990, Wiley Blackwell. All rights reserved