Özet:

Television has been a matter of concern as a popular mass media device. Given its place in the economic system, it becomes a huge sector in which TV outlets and advertisers try to attract viewers by informing and entertaining thus making large sums of money. Researchers and representatives of the sector are trying to find what types of programs these audiences watch in general and what kind of gratifications they obtain. In this scope, Uses and Gratifications Approach has always been frequently applicable model on the national and international scale. The study identifies TV watching habits and motivations of viewers in accordance with this approach on the scale of Kayseri. According to survey results, whose field work was implemented on 1017 people through face to face questionnaires, most of the participants nearly watch 1-3 hours a day, mostly with their families, with a specific focus on news programs, and programs with sexual content being the least preferred one. TV watching motivations include six factors: having rest and fun, obtaining information, counseling, befriending / escaping, socializing / interpersonal benefits, coming together and learning about current issues. Meaningful correlations and differences have been identified As a result of t tests, ANOVA and MANOVA analyses between the ages, genders of viewers and their TV diets and motivations.

Anahtar Kelimeler: