Uses Gratifications And Media Effects Research Pdf

uses gratifications and media effects research pdf

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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.

Communication Theory/Uses and Gratifications

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.

Permissions : This work is protected by copyright and may be linked to without seeking permission. Permission must be received for subsequent distribution in print or electronically. Please contact mpub-help umich. For more information, read Michigan Publishing's access and usage policy. Internet sites such as YouTube represent important changes in the way in which video content can be delivered.

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.

Uses and gratifications theory

Uses and gratifications approach is an influential tradition in media research. The original conception of the approach was based on the research for explaining the great appeal of certain media contents. The core question of such research is: Why do people use media and what do they use them for? McQuail, There exists a basic idea in this approach: audience members know media content, and which media they can use to meet their needs. In the mass communication process, uses and gratifications approach puts the function of linking need gratifications and media choice clearly on the side of audience members. This approach differs from other theoretical perspectives in that it regards audiences as active media users as opposed to passive receivers of information.

CHAPTER SEVEN Uses and Gratifications Theory

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.

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.

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. When looking towards past research for inspiration as a way to understand user interest towards media, the Uses and Gratifications model stands out as a key approach for exploring media uptake. Therefore, the chapter starts by focusing on the Uses and Gratifications framework and how it can be used to explain why individuals are drawn to social media.

Billions of people around the world are experiencing new ways of interacting with people using the social networking sites SNS.

What Is Uses and Gratifications Theory? Definition and Examples

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. We examined the roles of motivations in the effect of social media use on risk exposure and risk attitude.

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. Following meticulous sampling procedures, ensuring national representation and stringent ethical practices, self-completion questionnaires were sent to pupils at 60 schools in the five key administrative regions of Denmark. The data was examined using analysis of variation tests, followed by a two-step cluster analysis using the log-likelihood method. Pre-adolescent groups were more active and heavier users of TikTok than were adolescents.

Lisa J. Orchard

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. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation consumer engagement over direct relationship between independent visual contents and dependent variable consumer-brand relationship on Facebook.

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