CHAPTER 4: TIME SPENT WITH MASS MEDIA: REASONS AND CONSEQUENCESWhy do we elect to spend so much of our time with media messages, and what are some of the consequences of those decisions?THE USES AND GRATIFICATIONS PERSPECTIVEThis perspective was designed to lend insight into the ways that people use media to meet their needs – it focused heavily on individual motivations for media use.Why do people watch TV?1) Learning – People turn on media in order to learn things;2) Habit – Consumers are conscious of the fact that they may view out of habit; Watching television can become a real addiction just like one can be addicted to drugs one can become addicted to television.3) Companionship – Many people watch tv because it gives them a sense of connection to other people;According to researchers when we see people on tv, some primitive part of the brain is tricked into thinking that those people are physically present.The basic theoretical idea is that some people have relationships with media personalitiesParasocial relationships – feelings and attachment that people have toward media characters.4) Arousal – Some viewers watch TV because it stimulates them, excites them, and increases their arousal level.Each individual is wired with an optimal level of arousal.Sensation seekers – are individuals who tend to seek out arousing activitiesHigh sensation seekers prefer more exciting media while low sensation seekers actually find less exciting media to be more enjoyable.5) Relaxation – at any given time, any person may choose a tv program for the purpose of relaxation.6) Escape – One may use media as an escape from the unpleasant duties and occupations that you have in real life.Related to tv addiction, just as a drug addict seeks escape from reality through drug use, the tv addict may be seeking an escape from the stresses and strains of life through watching tv programs.7) Passing Time – Another motive for Tv use is simply passing the time;People are less tolerant of situations in which they are forced to wait for something8) Social Interaction – People watch TV or expose themselves to media messages to be prepared for various forms of interactions with other people afterwardsMedia messages can provide people with common experiences that help to break the conversational ice with strangers or reinforce social connections with friends and family.THE PROBLEM WITH SELF-REPORTSThe Uses and Gratifications perspective relies heavily on self-reportsSocial Desirability Response – when people misrepresent their viewing motives; one reason people do this is to make a good impression on researchers.TIME SPENT WITH MEDIAChildren use more than one medium at the same time for nearly 30% of their total media use time each day.“Too often, I have seen them surfing the Internet at the same time they are monitoring their favorite TV show.”During an average year, the average child spends the equivalent of over 2 months of 24-hour days doing nothing but watching TV (68.4 days per year)COMM375: 2.3.14CHAPTER 4: TIME SPENT WITH MASS MEDIA: REASONS AND CONSEQUENCESWhy do we elect to spend so much of our time with media messages, and what are some of the consequences of those decisions?-THE USES AND GRATIFICATIONS PERSPECTIVEoThis perspective was designed to lend insight into the ways that people use media to meet their needs – it focused heavilyon individual motivations for media use.-Why do people watch TV?o1) Learning – People turn on media in order to learn things;o2) Habit – Consumers are conscious of the fact that they may view out of habit; Watching television can become a real addiction just like one can be addicted to drugs one can become addicted to television.o3) Companionship – Many people watch tv because it gives them a sense of connection to other people;According to researchers when we see people on tv, some primitive part of the brain is tricked into thinking that those people are physically present.The basic theoretical idea is that some people have relationships with media personalities Parasocial relationships – feelings and attachment that people have toward media characters.o4) Arousal – Some viewers watch TV because it stimulates them, excites them, and increases their arousal level.Each individual is wired with an optimal level of arousal.Sensation seekers – are individuals who tend to seek outarousing activitiesHigh sensation seekers prefer more exciting media whilelow sensation seekers actually find less exciting media to be more enjoyable.o5) Relaxation – at any given time, any person may choose a tvprogram for the purpose of relaxation.o6) Escape – One may use media as an escape from the unpleasant duties and occupations that you have in real life.Related to tv addiction, just as a drug addict seeks escape from reality through drug use, the tv addict may be seeking an escape from the stresses and strains of life through watching tv programs.o7) Passing Time – Another motive for Tv use is simply passing the time;People are less tolerant of situations in which they are forced to wait for somethingo8) Social Interaction – People watch TV or expose themselves to media messages to be prepared for various forms of interactions with other people afterwardsMedia messages can provide people with common experiences that help to break the conversational ice with strangers or reinforce social connections with friends and family.-THE PROBLEM WITH SELF-REPORTSoThe Uses and Gratifications perspective relies heavily on self-reportsoSocial Desirability Response – when people misrepresent their viewing motives; one reason people do this is to make a good impression on researchers.-TIME SPENT WITH MEDIAoChildren use more than one medium at the same time for nearly 30% of their total media use time each day.“Too often, I have seen them surfing the Internet at the same time they are monitoring their favorite TV show.”oDuring an average year, the average child spends the equivalent of over 2 months of 24-hour days doing nothing but watching TV (68.4 days per