The application of modern media with an emphasis on satellite: media use and gratification approach

Abstract: Satellite channels play an important role on building a connection among people with the same nationality who live in different parts of the world. The primary question is on how to serve various people with appropriate programs. In this paper, we present an empirical study among 310 audiences of satellite channels. The results show that the demographic characteristics of the audiences including age, gender, and education significantly influence the level of gratification with the satellite channels. From the cognitive perspective, they consider the satellite channels as tools for increasing their knowledge and from an emotional perspective; they consider these channels as enjoyable, entertaining and interesting.

How to cite this paper

 Matani, M., Hasanzadeh, R & Farhangi, A. (2012). The application of modern media with an emphasis on satellite: media use and gratification approach.Management Science Letters , 2(4), 1209-1218.

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