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Abstract
Increasingly, media consumers follow entertainment across media; migrating from one medium to the next seeking to fulfill different needs. Using survey methods (N = 444), this exploratory research examines the underlying elements of media migration by studying the uses and gratifications of migration behavior. Specifically, findings of this survey identify migration activities, motivations, and predictors of migration. Results suggest that several of the top migration activities are strongly tied to Internet use. Findings indicate that media migration is motivated by different needs, including entertainment, escape, enlightenment, and more content-congruent exposure. Finally, amidst various predictors, the need for content-congruent exposure emerged as a strong predictor of migration.
Additional information
Notes on contributors
Drew D. Shade
Drew D. Shade (Ph.D., Pennsylvania State University) is an assistant professor in the Department of English and Communication at the University of Cincinnati Blue Ash College. His research interests include the positive effects of prosocial media and migration behaviors across entertainment media.
Sarah Kornfield
Sarah Kornfield (Ph.D., Pennsylvania State University) is an assistant professor in the Department of Communication at Hope College. Her research focuses on gender representations in entertainment media.
Mary Beth Oliver
Mary Beth Oliver (Ph.D., University of Wisconsin-Madison) is a distinguished professor and co-director of the Media Effects Research Laboratory in the College of Communications at The Pennsylvania State University. Her research is in the area of media psychology, with an emphasis on emotion and social cognition.