Preliminary communication
https://doi.org/10.22522/cmr20220186
Frequency and Purpose of Media Use During the COVID-19 Pandemic
Paula Čatipović
orcid.org/0009-0002-7589-8874
; Fakultet političkih znanosti u Zagrebu
Abstract
This paper applies user and gratification theories to Croatian audiences during the COVID-19 pandemic. In this manner, it investigates how often and for what purpose people used which media during the pandemic. This quantitative research is based on a sample of 741 respondents. Descriptive analysis, chi-square test, correlation analysis and logistic regression were used in the data analysis. The results indicate a shift from traditional towards online media. Additionally, it has been shown that women and young people use messaging applications statistically significantly more. Public television is watched less than commercial television (Mdn commercial=4, IQR=2, Mdn public=3, IQR=2). The media are very often used for the purpose of communicating with other people, relaxing, having fun, and only then obtaining information about current events. This analysis provides important data on the use of media in a crisis and suggests a significant shift towards interactive online media with an emphasis on messaging applications.
Keywords
media, audiences, COVID-19, crisis, user and gratification theories
Hrčak ID:
306327
URI
Publication date:
28.6.2023.
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