Motivating the U.S. Voter: The Functions of Elaboration and Political Motives When Using TV and the Internet

Abstract

This study tests the assumptions underlying a model that would combine elements of uses and gratifications and the elaboration likelihood model. The assumptions are as follows: (a) Media goals are more adequately fulfilled by using multiple channels, (b) there is a relationship between ritualized and instrumental media use orientations, and central and peripheral route message processing, (c) those who process information via the central route are likely to use both television and the Internet to seek political information, and (d) those who use political media message instrumentally and process them through the central route are likely to participate in political activities. The results showed that those who used both television and the Internet for political needs were more gratified than those who used only one of these channels. For television viewers, age, education, political content affinity, and receiver involvement predicted greater political activity. For Internet users, age, education, social interaction motivation, receiver involvement, and need for cognition predicted greater political activity. These results were discussed in relation to demonstrating connections between the uses and gratifications perspective and the elaboration likelihood model.