Why do you watch tv?entertainmentWhy do you play video games?Competitive, fun, entertaining.Why do you listen to the radioTo receive information, to engageWhy do you access the internet?To fulfill curiosities, entertainment, to complete tasks such as online homework, quizzes, etcScoring:ANSWERS – (1) Strongly Disagree, (2) Disagree, (3) Agree, (4) Strongly Agree1) 42) 43) 34) 415 - HIGH5) 36) 37) 38) 413 - HIGH9) 410) 411) 412) 214 - HIGHU & G CHARACTERISTICS (BLUMLER AND KATZ, 1974)What are the motivations you have for using different media?There are different motivations for using certain mediaThese motivations vary by person, medium, and the type of content within the medium.Uses and gratification theory suggests that media users play an active role in choosing and using media.Users take an active part in the communication process and are goal oriented in their media useMedia user seeks out a media source that best fulfills the needs of the user.What’s the best media outlet that brings out excitementUses and gratifications assume that the user has alternate choices to satisfy their needU & G TENETS (BLUMLER AND KATZ, 1974)The audience is active and goal-orientedMotivations help explain media exposurePeople form intentions and expectations for media usePeople select a medium to achieve their sought motivesMedia compete with other sources of need gratificationU & G IMPORTANCE OF MOTIVATIONInvolves 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)Gives “Impetus to Action”EARLIEST STUDIES:1930s – who listened to soap operas on the radio? & Why?Nearly half of all women did listen3 main uses – 1) Emotional Release, 2) Wishful Thinking, 3) Valuable advice for own life.DIFFERENT MOTIVE TYPOLOGIESEntertainment, Socialization, SurveillanceDo you use media to be entertained?Exposing yourself to the media permits you to be more socialSeeking out informationSurveillanceInvolves using the mass media to secure information“cognitive orientation”“securing information”“learning”“social understanding”“looking for factual information”Surveillance UsesFind out about the world around youFacts and FiguresCurrent eventsNewest FashionsLatest Trends Usually done with print mediaSocial Interaction“personal identity”“socialization”“inclusion”“social interaction”“anticipated communication”“communication utility”Diversion UsesPeople pick media to have fun and enjoy themselvesMovies, TV, Internet, Music, EtcAllows 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?Information/SurveillanceSocial Prestige, “Oh I read the NY TIMES I am better”EscapeAs a tool for daily livingSocial ContextOut of habitWhy do people use the media during elections?ExcitementSurveillanceNeed to make a vote choiceEntertainmentKATZ AND FOULKES (1959)EscapePeople are deprived and alienated, so they turn to the mass media’s dreamlike world for substitute gratificationsConceptsDrives (alienation, deprivation)High ExposureEscapist Intent (vicarious participation, parasocial)ConsequencesHow Escape Functions in Children1) Drain OFF some of the discontent resulting from the hard blows of socialization2) PROVIDE INSIGHTS AND ANALOGIES that may help an alert viewer see himself better3) 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 world4) BUILD UP AGGRESSION, rather than draining it off, so that socially acceptable adjustment becomes more difficultyMEDIA DEPENDENCY THEORY (BALL-ROKEACH & DEFLEUR)Media influence is determined by the interactions between the media, its audience, and society.Media dependency is high when an individuals goal satisfaction relies on media informationMedia dependency and media effects are high in times of social conflict/social unrest/crisisATTITUDE TOWARD THE ADAttitude towards the website -> Attitude towards the AD -> Brand Attitude -> Purchase IntentionYour attitude towards the AD , influence your attitude towards the brand, influences purchase or not.ATTITUDE TOWARD WEB – LOU(2002)Entertainment, Informativeness, Irritation lead to web usage and satisfaction from the user.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) 42) 43) 34) 4-15 - HIGH5) 36) 37) 38) 4-13 - HIGH9) 410) 411) 412) 2-14 - HIGH-U & G CHARACTERISTICS (BLUMLER AND KATZ, 1974)oWhat are the motivations you have for using different media?oThere are different motivations for using certain mediaThese motivations vary by person, medium, and the type of content within the medium.oUses and gratification theory suggests that media users play an active role in choosing and using media.oUsers take an active part in the communication process and are goal oriented in their media useoMedia user seeks out a media source that best fulfills the needs of the user.What’s the best media outlet that brings out excitementoUses and gratifications assume that the user has alternate choices to satisfy their need-U & G TENETS (BLUMLER AND KATZ, 1974)oThe audience is active and goal-orientedoMotivations help explain media exposureoPeople form intentions and expectations for media useoPeople select a medium to achieve their sought motivesoMedia compete with other sources of need gratification-U & G IMPORTANCE OF MOTIVATIONoInvolves both energy (which is related to need) and direction (which is related to the processes and structures that give riseto action toward achieving a need)oGives “Impetus to Action”-EARLIEST STUDIES:o1930s – 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 TYPOLOGIESoEntertainment, Socialization,