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Abstract
Effective communication is a concern of those involved in programs for the elderly. The primary focus of this study is the influence of audience variables on the selection of communication channels by the elderly to obtain information.
Five county aging‐service programs and four AARP chapter meetings were surveyed. Participants indicated how they usually obtained information about five different topics of special concern to older adults. The communication channels included five media: Television, radio, newspapers, magazines, and brochures/leaflets, and three interpersonal channels: Friends/relatives, professionals, and organizations.
Education, age, income, and living arrangements were related to communication channel selection. Elderly people who did not complete high school were less inclined to select any of the channels. Age was a factor, especially if the individual was over 80 years old. A lower income influenced the selection of two print media (newspapers and magazines), along with two interpersonal sources (relatives/friends and organizations). Individuals living alone were less likely to be reached through newspapers and organizations. Gender did not directly influence source selection.
Television and newspapers were the most preferred channels for information, followed by friends/relatives, brochures/leaflets, and organization. Radio, magazines, and professionals were the least often selected channels.
The most difficult‐to‐reach segment of the sample shared three characteristics: Those with less than a high school education and lower income tended to have a lower information‐seeking orientation, and in some cases being older was a factor.