Uses Gratifications And Media Effects Research Pdf


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21.05.2021 at 19:56
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uses gratifications and media effects research pdf

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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.

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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.

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. Uses and gratifications theory relies on two principles about media users. First, it characterizes media users as active in their selection of the media they consume.

Communication Theory/Uses and Gratifications

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. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

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. With each decade within the twentieth century, edge-breaking theories were presented in relation to the communication field. Two theories that brought forth a relatively astonishing perspective to this field were the Uses and Gratifications Approach and the Dependency Theory. These theories truly revolutionized the way one characterizes mass communication.

What Is Uses and Gratifications Theory? Definition and Examples

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.

Published on Authors of this article:. Background: Exposure to risk behavior on social media is associated with risk behavior tendencies among adolescents, but research on the mechanisms underlying the effects of social media exposure is sparse. Objective: This study aimed to investigate the motivations of social media use and the mediating and moderating mechanisms of their effects on attitude toward electronic cigarette e-cigarette use among adolescents.

Introduction

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. Visual communication plays key role in engagement behavior on social media further adding to sales. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context.

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. The theories are then compared and contrasted along five evaluation dimensions scope, precision, heuristic value, empirical validity, and openness , plus one summary evaluative dimension that compares their overall utility to generating knowledge about media effects. The insights generated through these analyses and evaluations are used to address questions such as: "What is a theory? Concise and accessible analyses of major media effects theories—alongside helpful reference lists that handily index important literature in the field—make Major Theories of Media Effects both a vital reference for scholars and a valuable textbook for graduate and advanced undergraduate courses in media studies. The central idea in this explanation is that people seek gratifications from their exposures so they continuously select those media options that have the strongest expectations for gratification. Thus, this explanation of media usage assumes that audience members are aware of their needs and that they are rational in using strategies to satisfy their needs.

 - Он замолчал, не зная, что сказать. Беккер терпеть не мог говорить с автоответчиком: только задумаешься, а тот уже отключился.  - Прости, не мог позвонить раньше, - успел сказать. Подумал, не рассказать ли ей .

Проходя вдоль стеклянной стены, она ощутила на себе сверлящий взгляд Хейла.

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