ABSTRACT
Audience activity is a central concept in the uses and gratifications mass communication perspective. Audience activity is multidimensional, consisting of several qualitative dimensions that include Selectivity, or choice of communication settings or partners; Intentionality, or purposive desire to seek out a communication setting; Attention, or focus on a communication message; and Involvement, or cognitive, affective, or behavioral responses to the communication. Assessments of scale reliability have considered consistency or homogeneity of items rather than stability. Levy and Windahl found that preactivity and postactivity measures correlated, suggesting “the more useful and gratifying exposure is for postactivities, the more likely it is that individuals will seek out news exposure”. The component measures of audience activity have had a brief period of development yet show heuristic promise as they have evolved and been refined.
