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Interviews were conducted with a random sample of 1023 students at 11 U.S. universities. Four primary motives for watching daytime television soap operas were ascertained via factor analysis. These were: Orientation, Avoidance, Diversion, and Social Utility. Correlation and regression were used to consider the links among these motives and several viewing and life pattern variables. Involvement was a significant predictor of all viewing motives, especially orientation use of soap operas. Life satisfaction and soap opera affinity contributed to nonescapist, diversionary use of the programs. Implications of the findings were discussed with particular attention to ritualistic and instrumental use, audience activity, and life context.
Alan Rubin (Sat,) studied this question.