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- Frisby, C. "In Search Of ...": Assessing the relationship among the
"Big 5," TV program choice, and gratifications obtained from watching television."
With so many different types of television channels and options, network audiences have become fragmented. To what extent can regular viewers of particular
television programs be distinguished by their personality? That is, what type of person tends to be more likely to watch certain television programs and what are the gratifications, if any, obtained from
viewing the shows? A correlational study was designed to assess the relationship among five personality traits, program choice, and gratifications obtained from watching television programs.
Two hundred and eighty-nine respondents participated in this study.
Questionnaires were used to gather information about the participant's exposure to and gratifications acquired from watching nightly/world news shows, soap operas, music videos, situation comedies, magazine shows,
real-life drama shows, talk shows, sports, television movies, and one-hour drama programs. Digman's "Big 5" 50-item personality scale was used to determine personality traits.
Data obtained in this study suggest that a relationship exists among the
extroversion/introversion, agreeable, conscientious, and emotional personality traits, and gratifications obtained from watching television. According to the data, individuals specifically seek out and
select certain television programs to fulfill specific needs. The findings presented in this study help to distinguish the specific gratifications obtained from viewing television as well as explain why people watch
the shows they do. The results are discussed in context of developing future research as well as the implications for network programmers, advertisers, and mass communication researchers and theorists. Knowing
the information provided in this study, programmers and advertisers alike could adjust or enhance the content of the show and commercials.
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- Frisby, C. M. (1997). (A manuscript in progress). The
Function and Meaning of TV Soap Operas in Everyday Life: From a Male Point of View
Since the early 1940s, daytime programs and commercials have been exclusively designed for and targeted at women. Recent observations, however, reveal that men have also become hooked on television soap
operas. Interviews and focus group discussions were conducted with 56 male soap opera viewers. Transcripts revealed that men watch soap operas primarily to fulfill entertainment, social
interaction, and escape gratifications and find the content useful in aiding social interactions with family and friends.
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