Why do people watch teleshopping? A uses and gratifications approach

Cachia, Moira, Lauri, Mary Anne and Cachia, Pierre (2007) Why do people watch teleshopping? A uses and gratifications approach. In: 2007 Social Psychology Section Annual Conference, September 2007, University of Kent.

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Abstract

Teleshopping has become central to the content of Maltese television in the last five years. This study tried to identify reasons behind the success of these programmes amongst this country’s television audience. It was hypothesised that the popularity of this genre must be related to the gratification of psychological needs besides their overt marketing function. Factor analysis of data collected from 150 participants indicated that viewers watch teleshopping programmes primarily because this activity provides the viewer with a sense of identification with a particular group of people. Specifically, these programmes instil the belief that buying the advertised products makes consumers more important and respected, enhancing their self-esteem and hope in a better future. Teleshopping allows viewers to identify with a higher social group than the one they belong to while providing relaxation and entertainment as well as escapism from life’s realities. The results of this study emphasize the primacy of the emerging virtual community. This genre seems to have partially replaced what the physical community used to offer in the provision of companionship, setting of norms and providing benchmarks for a comfortable lifestyle.

Item Type: Conference or Workshop Item (Paper)
Subjects: Media
Social sciences > Communication and culture
Psychology
Depositing User: Moira Cachia
Date Deposited: 28 Jul 2015 07:20
Last Modified: 10 Nov 2016 14:04
URI: http://repository.uwl.ac.uk/id/eprint/1241

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