Bünyamin AYHAN, Hüsamettin AKAR, Şükrü BALCI

Kullanımlar ve doyumlar yaklaşımı çerçevesinde seçim dönemlerinde gazete okuma alışkanlıkları ve motivasyonlar: Konya örneği

İnsanların gerek yakın çevrelerinde gerekse uzak coğrafyalarda olup bitenler hakkında bilgi sahibi olmalarını sağlayan en eski kitle iletişim araçlarının başında gazeteler gelmektedir. Gerek kamuoyunun oluşmasında, gerekse de toplumsal yaşam hakkında insanların bilgilenmesi, eğlenmesi ve meraklarını gidermede gazeteler, gündelik hayatımızın ayrılmaz bir parçası olarak önemini günümüzde de devam ettirmektedir. Özellikle partiler ya da adaylar arasında kıyasıya mücadelelerin yaşandığı ve dolayısıyla insanların enformasyona olan ilgilerinin arttığı bir süreç olarak seçim dönemlerinde de gazeteler insanların tercih ettiği bir araçtır. İşte bu çalışmada 29 Mart 2009 Yerel Seçimlerinde insanların gazete okuma alışkanlıkları ve motivasyonları incelenmiştir. Konya merkezde yaşayan 948 katılımcıdan elde edilen verilere göre; insanların gazete okumalarında etkili olan 4 motivasyon belirlenmiştir. Bunlar önem sırasına göre; rehberlik, boş zamanları değerlendirme-kaçış, bilgi arama- kolaylık ve eğlencerahatlama’dır. Çalışmada seçim dönemlerinde gazete okuma süresine etki eden değişkenler olarak; yaş, aylık gelir, günlük televizyon izleme süresi, haftalık gazete okuma sıklığı ve gazete okuma motivasyonları tespit edilmiştir

Newspaper reading habits and motivations during election periods within the framework of uses and gratifications perspective: The case of Konya

Newspapers are the oldest mass media that inform ate people about their close environment and far away geographies as well. Whether in the formation of public opinion or in the process of informing, entertaining and communicating in social life, newspapers are maintaining their importance as an essential part of our everyday lives. Particularly during election periods when candidates and parties are engaged in fierce competition and hence information need of the people is much increased, newspapers are the preferred media for many. This study explored newspaper reading habits and motivations of the people during the March 20, 2009 municipal elections. According to the data obtained from 948 participants living in Konya city center, four motivations have been found as effective on the newspaper reading habits. These were, in order of importance, guidance, leisure-escape, information seekingconvenience, and entertainment-relaxation. The independent variables that were found to affect the newspaper reading time were, age, income, daily television watching time, newspaper reading frequency per week, and motivators of newspaper reading.

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