The role of leisure activities and social attitudes in the mass media consumption of a sample of South African adults: A psychographic approach

Abstract

This study, the second in a two-article series, explores the interplay between attitudes, behaviour and media consumption in a sample of South African adults. Participants aged 16 years and older were drawn from a subsample of data collected during the 2007A South African Advertising Research Foundation (SAARF) All Media and Products Survey (AMPS®). Utilising statistical comparison of psychographic typologies, this study confirmed the existence of significant, albeit weak, relationships between mass media consumption, social attitudes and leisure interests/activities in this sample. Analyses of demographic variables revealed further significant relationships between mass media consumption and home language, work status, the SAARF Lifestages and the SAARF Universal Living Standards Measure (SU-LSM®). The findings are discussed in relation to available empirical literature and the need for advancement of the media psychology sub-discipline in South Africa.