The Uses and Gratifications of Media Migration: Investigating the Activities, Motivations, and Predictors of Migration Behaviors Originating in Entertainment Television

Drew D. Shade, Sarah Kornfield, Mary Beth Oliver

Research output: Contribution to journalArticle

16 Scopus citations

Abstract

Increasingly, media consumers follow entertainment across media; migrating from one medium to the next seeking to fulfill different needs. Using survey methods (N = 444), this exploratory research examines the underlying elements of media migration by studying the uses and gratifications of migration behavior. Specifically, findings of this survey identify migration activities, motivations, and predictors of migration. Results suggest that several of the top migration activities are strongly tied to Internet use. Findings indicate that media migration is motivated by different needs, including entertainment, escape, enlightenment, and more content-congruent exposure. Finally, amidst various predictors, the need for content-congruent exposure emerged as a strong predictor of migration.

Original languageEnglish (US)
Pages (from-to)318-341
Number of pages24
JournalJournal of Broadcasting and Electronic Media
Volume59
Issue number2
DOIs
StatePublished - Apr 3 2015

All Science Journal Classification (ASJC) codes

  • Communication

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