Social Contact, Loneliness, and Mass Media Use: A Test of Two Hypotheses1

The possible connections between social variables such as frequency of social activity and subjective loneliness on the one hand, and extent of mass media use on the other, have received relatively little empirical attention. In this investigation, two related hypotheses concerning such links are proposed. The compensation hypothesis holds that persons with little social contact or greater loneliness will be more likely to utilize mass media to compensate for social impoverishment. The buffering hypothesis more specifically predicts that such compensation is effective; that is, persons “at risk” for loneliness because of diminished social contact may be at least partially protected from subjective loneliness due to heavy use of mass media. The hypotheses were tested in two samples: college students and a group of adolescent males attending a summer camp. Little support was found for the compensation hypothesis. While limited support was found for the buffering hypothesis, analyses also revealed an unexpected opposite effect; for the music variable, heavy media use actually intensified the association between social deficits and subjective loneliness. Some limitations of this study are discussed, and issues related to the unexpected “intensification” effects are presented.