COMM375 2 4 14 Lecture 5 Why do you watch tv entertainment Why do you play video games Competitive fun entertaining Why do you listen to the radio To receive information to engage Why do you access the internet To fulfill curiosities entertainment to complete tasks such as online homework quizzes etc Scoring ANSWERS 1 Strongly Disagree 2 Disagree 3 Agree 4 Strongly Agree 1 2 3 4 4 4 3 4 15 HIGH 5 6 7 8 3 3 3 4 13 HIGH 9 4 10 4 11 4 12 2 14 HIGH U G CHARACTERISTICS BLUMLER AND KATZ 1974 o What are the motivations you have for using different media o There are different motivations for using certain media These motivations vary by person medium and the type of content within the medium o Uses and gratification theory suggests that media users play an active role in choosing and using media o Users take an active part in the communication process and are goal oriented in their media use o Media user seeks out a media source that best fulfills the needs of the user What s the best media outlet that brings out excitement o Uses and gratifications assume that the user has alternate choices to satisfy their need U G TENETS BLUMLER AND KATZ 1974 o The audience is active and goal oriented o Motivations help explain media exposure o People form intentions and expectations for media use o People select a medium to achieve their sought motives o Media compete with other sources of need gratification U G IMPORTANCE OF MOTIVATION o Involves both energy which is related to need and direction which is related to the processes and structures that give rise to action toward achieving a need o Gives Impetus to Action EARLIEST STUDIES o 1930s who listened to soap operas on the radio Why Nearly half of all women did listen 3 main uses 1 Emotional Release 2 Wishful Thinking 3 Valuable advice for own life DIFFERENT MOTIVE TYPOLOGIES o Entertainment Socialization Surveillance Do you use media to be entertained Exposing yourself to the media permits you to be more social Seeking out information Surveillance o Involves using the mass media to secure information o cognitive orientation o securing information o learning o social understanding o looking for factual information Surveillance Uses o Find out about the world around you o o o o Facts and Figures Current events Newest Fashions Latest Trends Usually done with print media Social Interaction o personal identity o socialization o inclusion o social interaction o anticipated communication o communication utility Diversion Uses o People pick media to have fun and enjoy themselves Movies TV Internet Music Etc Allows a person to break from disruptive environmental stimuli to reduce or modify cognitive or affective simulation Allows a person an escape from boredom as well as a means to entertainment and excitement Why do people read newspapers o o o o o o Information Surveillance Social Prestige Oh I read the NY TIMES I am better Escape As a tool for daily living Social Context Out of habit Why o o o o KATZ AND FOULKES 1959 o Escape People are deprived and alienated so they turn to the mass media s dreamlike world for substitute gratifications do people use the media during elections Excitement Surveillance Need to make a vote choice Entertainment o Concepts Drives alienation deprivation High Exposure Escapist Intent vicarious participation parasocial Consequences o How Escape Functions in Children 1 Drain OFF some of the discontent resulting from the hard blows of socialization 2 PROVIDE INSIGHTS AND ANALOGIES that may help an alert viewer see himself better 3 Leave a child into WITHDRAWAL FROM THE REAL WORLD encourage the confusion or real situations with fantasy and thereby cause problems with learning the rules of the real world 4 BUILD UP AGGRESSION rather than draining it off so that socially acceptable adjustment becomes more difficulty MEDIA DEPENDENCY THEORY BALL ROKEACH DEFLEUR o Media influence is determined by the interactions between the media its audience and society o Media dependency is high when an individuals goal satisfaction relies on media information o Media dependency and media effects are high in times of social conflict social unrest crisis ATTITUDE TOWARD THE AD o Attitude towards the website Attitude towards the AD Brand Attitude Purchase Intention o Your attitude towards the AD influence your attitude towards the brand influences purchase or not ATTITUDE TOWARD WEB LOU 2002 o Entertainment Informativeness Irritation lead to web usage and satisfaction from the user 02 04 2014 02 04 2014
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