Uses Gratifications And Media Effects Research Pdf

uses gratifications and media effects research pdf

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These six theories are cultivation, agenda setting, framing, uses and gratifications, social learning, and third person effect. Each of these six theories is examined in detail using fourteen analytical dimensions organized into four categories: how the theory was originally conceptualized, its original components, patterns of empirical testing of its claims, and how the theory has developed over time.

What Is Uses and Gratifications Theory? Definition and Examples

Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives.

Permissions : This work is protected by copyright and may be linked to without seeking permission. Permission must be received for subsequent distribution in print or electronically. Please contact mpub-help umich. For more information, read Michigan Publishing's access and usage policy. Internet sites such as YouTube represent important changes in the way in which video content can be delivered. YouTube lets viewers access videos on demand and makes it easy for them to share videos with others. The unique nature of on-demand user-supplied video content is of particular interest to the electronic publishing community because of the relative ease with which videos can be produced, uploaded, and shared.

CHAPTER SEVEN Uses and Gratifications Theory

Early media studies focused on the use of mass media in propaganda and persuasion. However, journalists and researchers soon looked to behavioral sciences to help figure out the effect of mass media and communications on society. Scholars have developed many different approaches and theories to figure this out. Widespread fear that mass-media messages could outweigh other stabilizing cultural influences, such as family and community, led to what is known as the direct effects model of media studies. This model assumed that audiences passively accepted media messages and would exhibit predictable reactions in response to those messages. For example, following the radio broadcast of War of the Worlds in which was a fictional news report of an alien invasion , some people panicked and believed the story to be true. Conducted in , the study attempted to gauge the effects of political campaigns on voter choice.

Uses and gratifications approach is an influential tradition in media research. The original conception of the approach was based on the research for explaining the great appeal of certain media contents. The core question of such research is: Why do people use media and what do they use them for? McQuail, There exists a basic idea in this approach: audience members know media content, and which media they can use to meet their needs. In the mass communication process, uses and gratifications approach puts the function of linking need gratifications and media choice clearly on the side of audience members. This approach differs from other theoretical perspectives in that it regards audiences as active media users as opposed to passive receivers of information.

Uses and gratifications theory

Social media is built upon user-generated content and interactivity between users. Understanding the users within social media is therefore imperative to understanding how social media itself functions. This chapter explores the users of social media in more detail and asks the two key questions of who uses social media, and why they do so.

Over the past few decades, technology has truly revolutionized our lives. Perhaps one of the biggest transformations has occurred within mass communication. Prior to the industrial revolution, society had a virtually nonexistent form of mass media. However, as life began to transform, mass communication began to grow in all aspects.

In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others.

Lisa J. Orchard

The purpose of this paper was to explore the uses and gratifications sought by the primary target market pre-adolescent and adolescent groups of a new social media site, TikTok. The paper also sought to identify how much of a role the motivations of self-expression, social recognition and fame-seeking important considerations within adolescent psychology development played in the use of this particular social networking sites SNS. Following meticulous sampling procedures, ensuring national representation and stringent ethical practices, self-completion questionnaires were sent to pupils at 60 schools in the five key administrative regions of Denmark. The data was examined using analysis of variation tests, followed by a two-step cluster analysis using the log-likelihood method. Pre-adolescent groups were more active and heavier users of TikTok than were adolescents. Pre-adolescent consumers are heavier users and interact more with the TikTok SNS than adolescent consumers, including in relation to seeking out new social networks.

Uses and gratifications theory asserts that people use media to gratify specific wants and needs. Uses and gratifications was first introduced in the s as scholars began to study why people choose to consume various forms of media. For the next few decades, uses and gratifications research mostly focused on the gratifications media users sought. Then, in the s, researchers turned their attention to the outcomes of media use and the social and psychological needs that media gratified.

Communication Theory/Uses and Gratifications

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