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A Study on Media Uses and Gratifications of the Elderly in China: Focused on the Usage of Television and Newspaper by the Elderly in Changchun City

Mao dongzhi 1 Sangho Seo 1

1건국대학교

Accredited

ABSTRACT

This study analyzes the motivation and satisfaction on media usages of the elderly in China through a survey of 250 people, aged above 65, in Changchun City. Factor analysis and multiple regression analysis are performed in order to find the factors which influence the motivations and satisfaction of television and newspaper usages. According to the results, there are three factors influencing the motivations of media usage, despite the minor difference between the television and newspaper. There are two common factors between the two media: entertaining needs and psychological needs. One different factor between the two media is the information need in newspaper usage and the interpersonal communication need in television usage.

Citation status

* References for papers published after 2023 are currently being built.