Abstract
The purpose of this study is twofold, to revisit the uses and gratification theory study proposes an interpersonal communication mediated model and re-examine the missing links of the interpersonal communication channels. To understand the Pakistani young girl’s pattern of consumption regarding the Hollywood movies, study considers the variable of visual communication to measure its impact on the media orientation. By doing so, the study fills the research gap by providing insight that how the media orientation towards consuming Hollywood movies mediated by interpersonal communication. The study uses the survey technique for data collection of n=208 young girls of Lahore. The results of Structural Equation Modeling (SEM), confirms that interpersonal communication mediates the linkage between visual Communication thorough Hollywood movies and media orientation of teenage Girls.
Anjum Zia, Syed Hassan Raza, Moneeba Ifthikar. (2017) Revisiting uses and gratification theory: Mediation of Interpersonal Communication in linking Visual Communication through Holly Wood Movies and Media Orientation of young Girls, Journal of the Punjab University Historical Society, Volume 30, Issue 1.
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