Why use media informational social needs uses gratifications approach Key assumptions about audiences 1 People are aware of their needs have an idea of why you want to use media active in trying to meet needs can put anything in front of people and they will watch it magic bullet 2 People are active media consumers Sets of reasons for watching TV 1 Surveillance wanting to know what is going on in the world 2 Social utility people and utility useful for how we interact w other people conversational currency go to talk to other people about something media allusions making references to media certain movies media in everyday Third person effect media doesn t have an effect on you only affects other lived movie quotes people Do you understand the media allusion here duck soup marx brothers uproarious 1933 ministry of silly walks monty python Do you understand the media allusion here funny skit for monty python how silly gov t can be Sets of reasons for watching TV 1 Surveillance 2 Social utility conversational currency media allusions parasocial relationships a one sided relationship feel like you know someone very well but they don t know you ex old people watch qvc every day but do not buy anything 3 Identity formation and expression particularly adolescents help them figure out who they are who you are and how you are different from their parents media use changes what you gravitate towards experiment trying to figure out who you are music in adolescence often shows this ex Music video mash up harry potter Buffering Unconscious mood management use media to manage your mood physically less aroused than your body is used to when bored gravitate towards something that will get your body moving again ex music womens menstral cycle certain times if the month prefer dramas over comedy use media as a buffer b t you and someting you are trying to avoid ex look at phone don t want ot deal with crazy schizophrenic 5 Diversion disengage relax Think about how the internet can fulfill some of these needs more effectively especially social media Television still our dominant storyteller 99 of US households have television 115 M 90 of TV HH have cable or satellite Can access up to 565 channels 56 of TV HH have 3 or more sets Average American watches 4 63 hrs day TV on in house for about 7 hrs day 49 watching some video online 38 timeshift their TV viewing Ave college student watches less than 2 hrs day Key determinant of how much you watch Free time 99 of US households have television 115 M 90 of TV HH have cable or satellite Can access up to 565 channels 56 of TV HH have 3 or more sets Average American watches 4 63 hrs day TV on in house for about 7 hrs day 49 watching some video online 38 timeshift their TV viewing Ave college student watches less than 2 hrs day Key determinant of how much you watch Free time Sources Nielsen NCTA TV Free America Parents TV Council Television in our lives Ages 2 11 3 5 hours day Ages 65 6 6 hrs day College students 2 hrs day Key determinant of TV viewing free time