Media Use, Reliance, and Active Participation

Abstract

This study examines the relationships among different measures of media use, reliance, and perceptions of the continuing conflict in South Africa. Black college students are seen to differ in terms of their knowledge of aspects of the conflict. Gender and interest in the subject, as reflected in efforts to gather information about the conflict, are the most important predictors of knowledge. Reliance measures are more important than general usage measures once demographics and interest are accounted for. Once gender interest and information search are accounted for, none of the general use measures makes a significant contribution to knowledge. Thus this study lends support to the view that holds that intellectual interest and motivation are more important than the medium one chooses to serve that interest.