Abstract

This project uses a qualitative research approach to understanding Mormon women's uses and gratifications of magazines. The first study provides a retrospective look at the uses and gratifications of readers of the Relief Society Magazine (1915–1970) in order to understand where media targeted to Mormon women has been. Through interviews, focus groups and questionnaires, the study finds the main reasons Mormon women read the Relief Society Magazine was to provide (a) a handbook for daily life, (b) a community, (c) intellectual stimulation, (d) an aspirational ideal, and (e) an escape from daily life. When the magazine ceased publication, readers felt a sense of loss and recognized a need to move on. The second study researches Mormon women's current uses and gratifications of media, with a focus on magazine use. Through focus groups and questionnaires, the main uses and gratifications of current media among Mormon women include (a) interaction, (b) cognition, (c) and diversion. Mormon women's media use is also influenced by warnings from others about the dangers of particular media or too much media use. This project then presents the concept and design for a new magazine targeted to Mormon women and seeks to fulfill the needs and gratifications found in the research discussed here.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2011-03-17

Document Type

Selected Project

Handle

http://hdl.lib.byu.edu/1877/etd4335

Keywords

uses and gratifications theory, magazines, Relief Society Magazine, textual analysis, Mormon, Latter-day Saints, LDS, women, media, audience research

Included in

Communication Commons

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