Family Communication Patterns and the Social Uses of Television

Audience members "use" television in a variety of ways. The social environment in the family home is a major contributor to differential uses of the medium by individuals. Previous research on family communication patterns, for instance, has demonstrated that families which stress harmo nious social relations at home (socio orientation) differ in many attitudes, activities, and media habits from families which stress the independent expression of ideas (concept orientation). This survey research explores the ways in which socio-oriented and concept-oriented audience members differ in their uses of television as a resource for the accomplishment of interpersonal objectives at home. Differences were found for behaviors which range from structuring daily activities and talk patterns to more complex interpersonal goals such as communication facilitation, affilia tionlavoidance, social learning, and demonstration of competence/domi nance.