ABSTRACT
The statements were adapted for use in such contexts as public affairs and political news, attending political rallies, specific political campaigns, and newspaper reading. Studies of political effects provided evidence of construct validity. The gratifications and avoidances contributed significantly to most early campaign effects, including probability of voting, campaign activity, and convention and political advertising viewing. The measures only partially predicted such late campaign effects as political discussion, election-night media use, and voting-intention change. The Political Media Gratifications Scale has been widely used in political communication contexts with several adult samples. Its value has been in descriptions of the audience and theoretical development of models for explaining the connections between gratifications sought and obtained and media exposure. J. M. McLeod et al. reacted to the criticisms that Uses and gratifications research confounds differences between what people seek and what they receive from media exposure. They used separate measures of gratifications sought and obtained.
