The advantages of interviews as opposed questionnaires because you can ask questions based on the answer to a previous question to gain more depth and understanding of the topic in question, you also gain a visual stimulus to the topic.
The disadvantages of interviews is that as opposed to questionnaires, the interviewee is no longer anonymous meaning the person may lie or become uncomfortable with specific questions, visually we are able to see this if it is an interview situation. Also, people can either go off on a tangent and stray from the initial topic or tend to say very little making it hard for the interviewer to maintain and interesting, rewarding report.
' Uses and Gratifications Theory
Entertainment - escapism, relaxation, emotional release, aesthetic/ cultural/sexual pleasure, filling time
Integration and Social Interaction - identifying with other, finding a basic for social interaction, substitute for companionship.
Personal Identity - finding reinforcement for personal values, finding models of behaviour, identify with someone else (in the media), gaining insight into one's self.
Information - gaining an understanding of the world, satisfying curiosity, learning, gaining security through knowledge.'
- Bumler and Katz 1974
- Bumler and Katz 1974
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