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Article summary
The article Why do People Watch Religious, TV? A Uses and Gratification Approach by Abelman applies the Uses and Gratification Theory (U&G), which is one of the various audience theories, to explain the role of Television as a mode of mass media from the point of view of the audience. The article applies the two common uses of television namely ritualized and instrumental, and reveals the need for a third approach, reactionary television, in the analysis of religious programming. The author lists examples of other types of programming where the U&G theory can be applied including sports, cartoons, and news channels, but focuses his study on religious programming. The sample group comprises 210 adults, whose motives and patterns for viewing six religious channels in the United States were analyzed (Abelman, 1987).
Reaction to the article
Considering that the article was compiles in the 1980s, my first reaction was that the research is rather outdated. However, the concepts used in the U&G theory are constant. This fact is supported by the similarity of the results obtained from Abelmans study to a study conducted by Anderson (1996), which revealed that the audience uses the media to satisfy a variety of needs including informational needs, need for identity, need for social integration and interaction, and need for entertainment. The results of Abelmans study are rather predictable and unsurprising. To begin with, the study was conducted more than two decades ago. The choice of television channels was limited, and people were eager to explore new channels to satisfy their multiple needs. According to Horsfield (1984), religion has been a core part of the social and spiritual well-being of individuals, giving them a sense of well-being and belonging in their communities. As such, the emergence of multiple religious channels was instrumental in providing members of the society with a means of Hearing Gods word in the comfort of their homes without feeling distanced from God (Horsfield, 1984).
This notion is supported by the results of Abelmans study, which shows that the prevalence of religious programming is mainly ritualized as seen in coining of the term electronic church (Abelman, 1987). Additionally, the content of commercial television channels has been progressively explicit, causing a lot of discomfort. This has, in turn, been a contributing factor to the increase in number of viewers of religious programming who search for programming satisfaction, in addition to spiritual guidance and moral support.
On the other hand, I would expect a more recent study on religious programming to yield contradictory information. The variation in results would be due to the exponential growth in television channels accessible to people through cable TV. The introduction of digital TV as a substitute for analogue TV has also resulted in a plethora of channels that meet diverse needs of the audience including all news channels, movie channels, sports channels, music channels, cooking channels, and political channels among others. With such a wide selection, users can meet multiple needs from a combination of channels without tuning to one station to satisfy their reactionary needs. While instrumental and reactionary use of religious television may be substituted by other stations available in cable and satellite TV, there would be a significant number of religious programming viewers due to a number of ritualistic reasons. The challenging economic times may be a trigger for people to seek Gods guidance by watching religious television. Additionally, people who work multiple shifts in a day may lack the time to attend a church service, and instead, opt for religious television.
Uses and Gratification from Television News
The U&G research approach can be used for other types of television programming including television news. Television news is useful since it allows individuals and the society at large to maintain psychological balance through the provision of reality information for assurance. The application of the Uses and Gratification research approach on television news would reveal various factors that enhance the mental and psychological well-being of individuals and society (Fowles, 1992). For instance, such a study would reveal the fact that many people make their day to day plans and goals based on the assurances provided by the information relayed over television news. Without information, people would be hesitant about planning for their lives due to issues of uncertainty and anxiety of their environment. The study would also reflect on the importance of television news to both politicians and their electorates. Another vital aspect that may be revealed in a U&G research on television news is the aspect of entertainment from international and national events (Fowles, 1992).
Programming for Reactionary Reasons
According to Abelman (1987), reactionary viewing of television is a vital factor in the study of programming since it examines the aspect of seeking an alternative due to their general dissatisfaction to a particular programming. A study of programming for reactionary reasons can be based on televised sports, for people who are tired of commercial programming. Other types of programming that can permit reactionary analysis of television audience include quiz television, self-improvement television, and music television.
References
Abelman, R. (1987). Why do people watch religious TV?: A Uses and Gratifications Approach. Review of Religious Research, 29(2), 199-208.
Anderson, J. (1996). Communication Theory. New York: TheGuilford press.
Fowles, J. (1992). Why Viewers Watch: A Reappraisal of Television Effects. London: Sage Publications.
Horsfield, P. G. (1984). Religious Television: an American Experience. New York: Longman.
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