PPT-Uses and Gratifications Theory

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 deeprooted and complex forms of behaviour such as drugtaking or alcohol consumption has been found to have only a small impact. 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 Uses & Gratifications theory. Katz . & . Blumler’s. Uses & 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 & Gratifications research is far more positive, and emphasises on how the audiences uses the media. 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. Early Responses to Online Communication. Social Presence Theory. Media Richness Theory. Lack of Social . Context Cues. All saw cyberspace as a relational wasteland. Theories About Behavioral Motivations. 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. Theories of Media Processing and Effects. History of mass communication can be recounted through introduction of various technologies. “Age of mass communication” ushered in in 19. th. and 20. th. 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. 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 Hypodermic needle, two-step flow, uses and gratifications, preferred readings and passive/active. Hypodermic Needle theory. Harold Lasswell in 1920s. . It is a linear model of communication (sender is the only one who sends the message and the receiver doesn’t give response or feedback).. 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?.