Psychological Counseling Over the Radio: Listening Motivations and the Threat to Self‐Esteem

The study applied help‐seeking models in order to elucidate individuals' motivations underlying listening to radio counseling programs. Listening motivations for two different counseling programs were compared among listeners and callers to the programs. In addition, the study compared the degree of perceived threat to self‐esteem associated with seeking help from a psychologist in a clinic as compared to a psychologist on the air, and examined the self‐esteem of listeners and callers to these counseling programs. Results showed that listeners and callers attribute motivations of receiving psychological information and help to the consumers of these programs. Seeking help from a radio psychologist was found to be less threatening than turning to a psychologist in a clinic. Finally, the self‐esteem of callers was lower than that of listeners. The results support the utility of psychological help‐seeking models for research in the field of media psychology.