ABSTRACT
Many studies of audience research invoke what is probably the most popular approach in communication research when describing reasons for media exposure: the Uses-and-Gratifications Approach (UGA) (Katz, Blumler, & Gurevitch, 1974; for a summary, see Rubin, 2002). The paradigm conceives TV exposure primarily as a proactive approach process in which individuals preferably use media content that promises to satisfy their needs; however, in addition to substantial doubts that have been raised concerning the extent of viewers’ proactivity (for an overview, cp. Vorderer, 1992; for differentiations, cp. for example Bilandzic, 2004), this perspective is often criticized because of its exclusive conceptualization of TV exposure as an approach process driven by explicit motivations that individuals are aware of. Recent research has shown that the process involved in switching channels can also be understood in terms of evasion: viewers change channels to avoid certain media contents; not solely because of unfulfilled needs, but to escape from unpleasant content (Perse, 1998). The goal of this chapter is to further illuminate the question of TV exposure as an avoidance process. First, theoretical insights from classical gratification research are discussed, as well as those from cognitive and emotional psychology research. Based on these considerations, empirical data are presented that conceptualize TV exposure as avoidance behavior; reasons are introduced as to why we avoid certain content within a selected program. Finally, in discussing the implications of these findings an escape perspective is added to the UGA-perspective, conceptualizing emotions or affects as moderators of program choice.
