Only one study examined the potential associations between the motivational systems and media use (Potter, Lee, & Rubenking, 2011). Although there has been a considerable amount of research on individual difference variation and media use, up until recently little attention was paid to the biological motivational substrates that generate the identified needs. According to this audience-centered approach, individuals seek out specific media programs and genres that gratify their needs (Katz et al., 1974).
Moreover, results suggest that audience interests in different types of media can be predicted through their variation in motivation systems activation.Ĭonsidering the needs, motives and gratifications of media audiences as the main point of research analysis, the uses-and-gratifications perspective (U&G Katz, Blumler, & Gurevitch, 1974) theorizes on what ‘people do with media’ as opposed to what media do to them (i.e. Findings indicate that the MAM values recorded in the Asian sample associate with the measures of theoretically related human traits as expected, and had a similar pattern of scores with those found in American samples. Eight hundred sixty-five respondents completed MAM, personality measures and self-reported media preference in an online survey. Second, the paper examines how individual differences in motivational system responsiveness correlate with media use and interests in an Asian culture. It thus investigates cross-cultural variation in the MAM scores and the associations with established measures of theoretically related personality factors. Asian) context, in order to provide evidence for the universality asserted through its theoretical underpinnings as an indicator of biologically based motivation systems.
The purpose of this paper is twofold: First, it tests how the Motivation Activation Measure applies in a non-American (i.e.
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