Media Uses

Audience activity in media-use behaviour is one of the most important areas of mass communication research. Scholars have been taking greater interest in studying it for quite long. Researchers have identified various social and psychological factors that presumably make media consumers active in their media consumption. This book provides some distinct scientific findings on the determinants of activity of newspaper readers in the Pakistani society. In addition to psychological factors the book sheds light on cultural and social perspectives of readers of daily newspapers in relation to their activity media uses. In fact, Pakistani society shows very little social, cultural, economic, and political resemblance with the Western World where the phenomenon of audience activity has mainly been explored.