Radio Listenership and Uses and Gratifications: A Replication

To examine radio listenership as ritualistic behavior, a parallel random sample from the same area as an initial study was interviewed using the same questions. Statistical re-examination of the original study's results using the second sample affirmed that gratifications could be reduced to two stable dimensions of information and entertainment. Re-analysis also found that radio still relied on entertainment and immediate news, but that localness of that news also was important. This stability argued that radio listenership was likely to be highly ritualistic in nature.