On the basis of a uses-and-gratifications perspective, this exploratory study examined the TV viewing and VCR use of a sample of 119 households with VCRs. The instrument developed for use in this study consisted of a TV and VCR diary in which respondents recorded a variety of information related to each viewing (or recording) occasion for 1 week. The results suggest that although the ability to manipulate the broadcast schedule was a valued feature of the VCR, VCR use merely enhanced established patterns of TV viewing rather than significantly altered TV viewing or leisure behavior. The playback function of the VCR represented a primarily solitary activity pursued for entertainment and relaxation. Watching rented movies represented a primarily social activity pursued for entertainment, relaxation, and companionship. An equal number of television programs were viewed alone as were viewed with others.
- Active audience
- Social context
- Uses and gratifications
ASJC Scopus subject areas
- Environmental Science (miscellaneous)
- Sociology and Political Science
- Tourism, Leisure and Hospitality Management