Abstract
The relationship between social identity and television viewing gratifications is investigated. Focusing on age group identity, initial evidence for the reliability and validity of an age identity gratifications scale is provided. Among young adults, the scale predicts age identification and television viewing. Young adults' selection of shows featuring young characters leads to increased age group identification. Findings are discussed in terms of uses and gratifications and social identity theory. Future research directions are outlined.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 123-136 |
| Number of pages | 14 |
| Journal | Journal of Broadcasting and Electronic Media |
| Volume | 43 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1999 |
| Externally published | Yes |
ASJC Scopus subject areas
- Communication
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