PPT-The Uses & Gratifications Model

Uses amp Gratifications theory Katz amp Blumlers Uses amp Gratifications Model proposes that the media has 4 main uses for its audiences Whereas much audience theory focuses on the negative impact of the media for example how audiences are manipulated and duped Uses amp Gratifications research is far more positive and emphasises on how the audiences uses the media. 103 C42503 C43104 C43304 C43504 C44104 C44304 Maximum Rated kN 10 30 50 10 30 Force Capacity lbf 220 1100 2200 6600 11000 2200 6600 Force Capacity Options N kN 1 N 5 N 25 N 1 N 5 N 10 N 100 N 250 N 100 N 250 N 100 N 250 N 100 N 250 N 100 N 250 N 50 N Abstract In this study we report the findings of a survey on a virtual community of knowledge and interest for end-users. We approach a community participant both as a member and a user, who is also a Uses and gratifications of mobile Internet among South African students W. Chigona, G. Kamkwenda and S. Manjoo Department of Information Systems University of Cape Town Rondebosch, South Africa wallac The effect of the media. The ability of the media to have a direct influence on society is questionable. Persuading consumers to buy a particular brand of jeans or cornflakes works well for advertisers, but advertising which tries to alter more deep-rooted and complex forms of behaviour such as drug-taking or alcohol consumption has been found to have only a small impact.. Marly. . Zweerts. 100371. Samira . Imaankaf. 100364. MT3 – . Jannie. . Timmermans. Content. What is the Uses and Gratifications theory. Different U&G approaches. History of the model. Basic model. http. ://www.youtube.com/watch?v=BzZRr4KV59I&feature=related. The theory holds that people actively seek out specific media and specific content to generate specific gratifications or results. . http://www.youtube.com/watch?v=nMeYdSYCC7A. Exam Focus. Exam Q.3 may ask you to discuss reception theories. . There are . three. main reception Theories. . The Hypodermic needle model. The Uses & Gratifications model. Reception Theory –Encoding/decoding model. Stafford et al. Uses and Gratifications for M-CommerceProceedings of the Third Annual Workshop on HCI Research in MIS, Washington, D.C., December 10-11, 2004 71user needs and preferences (Varshney, Make Model Variant Name Year Capacity AJS MODEL 18 MODEL 18 pre 1963 497 MODEL 20 MODEL 20 1955-61 498 ALDY All models All models Sep-13 under 125 APRILIA Moto 6.5 Moto 6.5 1998-99 649 Mojito Mojito APPROVED: USES AND GRATIFICATIONS OF FACEBOOK MEMBERS 35 YEARS AND OLDER Aimee Valentine, B.A. Thesis Prepared for Degree of MASTER OF ARTS UNIVERSITY OF NORTH TEXAS August2011 Valentine , Aimee . Use This theory focuses solely on the audience members rather than the message being portrayed. . It suggests that the audience take an active role in the interpretation and integration of media in their own personal lives. . 1940 Presidential Election. FDR . vs. Wendell . Wilkie. Lazarsfeld. , . Berelson. , . Gaudet. Erie County, Ohio. 3,000 interviewed/5 groups of 600. 1 randomly selected MAIN panel. Other were control panels. To be introduced to & apply the Uses & Gratifications Theory. Audience Pleasure & Motivation. What is the pleasure in . working out. ? What is the motivation?. What is the pleasure in . cooking. ‘Epic Night Out’ for ‘Call of Duty: Ghosts. ’. https://www.youtube.com/watch?v=MNxh7umVOZ0. Audience Theory. Three questions:. 1) Why do audiences choose to consume certain texts?. 2) How do they consume texts?.