Television viewing as a functional alternative to social interaction: television preferences and viewing related to the perceived social uses of television

The proposition that television viewing may serve as a functional alternative to some forms of face-to-face interaction with other people was investigated. Under such a proposition, the amount of viewing should relate to a person’s environmental conditions, i.e., the opportunities provided for social contact with others. People in deprived environments should watch more television than those not so situated, as television viewing may represent an alternative means of achieving the desired ends of unavailable social interaction. Likewise, personality should affect viewing habits; some people may be less competent or comfortable interacting with others directly, hence should have to turn to a medium that may compensate or substitute for direct interaction.

Objective and subjective reports of environmental constraints, social support, and several objective personality measures were obtained from subjects via questionnaires. In addition, subjects answered questions regarding how and the reasons why they watched television. Logs of all programs viewed over a week period were recorded. Correlational and regression techniques served as the basis of analysis.

Results were supportive of the basic proposition. Less reported social support was significantly related to viewing more television. The personality trait sensation seeking was significantly negatively related to viewing television. The relationship between these results and reported reasons for watching television, and viewing specific program types, was also discussed. Finally, several methodological issues involving stability of uses of television and measures involving preferences versus behaviors were examined.