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 f ill 11 communication needs. A sample of 649 adults completed self-admi nistered questionnaires, the responses of which were submitted to clus ter analysis, which identified five channel clusters; Video, Interpers onal, Print, Computer, and Audio. In general, the Interpersonal cluste r (conversation and telephone) was rated the most useful at filling va rious needs, with Computer rated the least useful. Consistent with pre vious research, clusters that were most useful at filling personal nee ds were rated highest in social presence. The discussion relates this study's findings to previous research and notes implications for resea rch on the newer communication technologies.