Abstract
M.A. (Communication Studies)
To firstly formulate, from the literary review, an integrated model which
describes the mass communication process. Specifically the relationship
between orientation needs, media usage and agenda-setting in the broader
context of the individual, the media, and society. The model was delineated
to define the woman as individual, Rapport as medium, and orientation needs
and agenda-setting in terms of media figures.
The second aim was to conduct an empirical investigation using 197 female
subjects (99 Rapport-readers and 98 non-readers). Two factorial scales
for personal and social orientation needs in respect of media figures were
constructed. Media usage in terms of media ,figures was measured with
frequency scores. The agenda-setting effect with regard to specific media
figures were determined by means of the Kendall correlation coefficient
and Spearman rank order correlation. Media usage of Rapport by Rapport-
. readers was determined. In addition, a factorial structure of Rapport-reader
gratification in terms of media figure representation in Rapport was measured.
In this investigation the importance of information about media figures
in orientation needs, media usage and agenda-setting has been reaffirmed.
Specific orientation needs (personal and social) and their respective
dimensions have been identified. A marked agenda-setting effect with
respect to media figures was determined, and possible relationships between
orientation needs, media usage and agenda-setting were pointed out.
Certain areas do, however, require further research. One fruitful area
for investigation is the explanation of significant relationships between
individual orientation need gratification, media usage and agenda-setting
(with regard to media figures) within a specific societal context