About uses and gratification model
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The Uses and Gratification theory states that audiences actively engage with media to fulfill certain needs, rather than media having direct effects on passive audiences. It developed in the 1920s-1990s to understand why people choose different media. The theory proposes that people use media for cognitive needs like learning, affective needs like emotional release, personal needs like identity, and social needs like interaction. It also suggests audiences are active in selecting media that meets these needs. The development of new media like the internet has provided more ways for audiences to find gratification.
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Usesandgratificationtheory presentation-110729094139-phpapp01
The Uses and Gratification Theory (U&G Theory) proposes that audiences are active in choosing and using media to fulfill certain needs or gratifications. It suggests that people use specific media choices to fulfill psychological or social needs. The theory was developed in the 1940s and studies over subsequent decades identified four main reasons for media use: information, personal identity, integration and social interaction, and entertainment. The U&G Theory remains highly applicable today due to the rise of new media and its ability to accommodate evolving audience needs and behaviors.
Uses and gratification model
It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.
U&G Theory
Theorists Blumler & Katz identified 4 main uses or gratifications that people seek from consuming media: diversion from problems, developing personal relationships, forming personal identity, and keeping informed. Their uses and gratifications theory has been criticized for suggesting that people always choose media to fulfill needs and are always in control of the media texts they consume.
Uses and Gratifications Theory
Blumler & Katz published a theory in 1974 proposing that individuals choose media to fulfill various needs such as diversion, personal relationships, personal identity, and surveillance. The uses and gratifications theory focuses on how active audiences interpret media to meet their needs. It can be applied to different media like television, music videos, and the internet. Viewers may use music videos for diversion, to connect with others, to relate to characters' identities and lyrics, and to learn about other cultures.
The uses and gratification theory
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
Theory audience pro-forma
The document discusses theories of audience for media works, including:
- Primary and secondary audiences can be defined by age depending on the complexity and themes of the work.
- Uses and gratifications theory examines how audiences use media for information, personal identity, social interaction, and entertainment.
- Consumer generated content like fan fiction allows audiences to demonstrate appreciation for fandoms and feel included.
Uses and gratification
This document outlines uses and gratifications theory and discusses 10 themes of social media use: social interaction, information seeking, passing time, entertainment, relaxation, communicatory utility, convenience utility, information sharing, surveillance of others. It also summarizes research interviewing 25 people on their social media use, finding they use it for socializing, finding information, occupying free time, entertainment, relaxation, conversation topics, convenience, self-promotion, and learning about others.
Uses and gratifications theory
The uses and gratifications theory proposes that audiences actively engage with media to fulfill certain needs. It was developed in the 1960s as scholars recognized that audiences were not passive but made choices about their media consumption. The theory was later expanded by Blumler and Katz who identified common motivations for media use like diversion from problems, social interaction, personal identity, and information gathering. Uses and gratifications theory has since been applied to new media and aims to understand why people choose certain media formats and content.
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Usesandgratificationtheory presentation-110729094139-phpapp01
The Uses and Gratification Theory (U&G Theory) proposes that audiences are active in choosing and using media to fulfill certain needs or gratifications. It suggests that people use specific media choices to fulfill psychological or social needs. The theory was developed in the 1940s and studies over subsequent decades identified four main reasons for media use: information, personal identity, integration and social interaction, and entertainment. The U&G Theory remains highly applicable today due to the rise of new media and its ability to accommodate evolving audience needs and behaviors.
Uses and gratification model
It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.
U&G Theory
Theorists Blumler & Katz identified 4 main uses or gratifications that people seek from consuming media: diversion from problems, developing personal relationships, forming personal identity, and keeping informed. Their uses and gratifications theory has been criticized for suggesting that people always choose media to fulfill needs and are always in control of the media texts they consume.
Uses and Gratifications Theory
Blumler & Katz published a theory in 1974 proposing that individuals choose media to fulfill various needs such as diversion, personal relationships, personal identity, and surveillance. The uses and gratifications theory focuses on how active audiences interpret media to meet their needs. It can be applied to different media like television, music videos, and the internet. Viewers may use music videos for diversion, to connect with others, to relate to characters' identities and lyrics, and to learn about other cultures.
The uses and gratification theory
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
Theory audience pro-forma
The document discusses theories of audience for media works, including:
- Primary and secondary audiences can be defined by age depending on the complexity and themes of the work.
- Uses and gratifications theory examines how audiences use media for information, personal identity, social interaction, and entertainment.
- Consumer generated content like fan fiction allows audiences to demonstrate appreciation for fandoms and feel included.
Uses and gratification
This document outlines uses and gratifications theory and discusses 10 themes of social media use: social interaction, information seeking, passing time, entertainment, relaxation, communicatory utility, convenience utility, information sharing, surveillance of others. It also summarizes research interviewing 25 people on their social media use, finding they use it for socializing, finding information, occupying free time, entertainment, relaxation, conversation topics, convenience, self-promotion, and learning about others.
Uses and gratifications theory
The uses and gratifications theory proposes that audiences actively engage with media to fulfill certain needs. It was developed in the 1960s as scholars recognized that audiences were not passive but made choices about their media consumption. The theory was later expanded by Blumler and Katz who identified common motivations for media use like diversion from problems, social interaction, personal identity, and information gathering. Uses and gratifications theory has since been applied to new media and aims to understand why people choose certain media formats and content.
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Overview of the common audience theories looked at for AS Media Studies:
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Uses and Gratification Theory
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This is not specific to any board, and can apply to Film Studies as well in certain cases.
Uses and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
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This document discusses the field of cybernetics, which is defined as the study of information processing, feedback, and control in communication systems. It outlines some of the key concepts in cybernetics, including that information reduces uncertainty while noise disrupts communication. The term "cybernetics" was coined by Norbert Wiener and was greatly influenced by Claude Shannon's work establishing it as the processing of information. Shannon's mathematical theory of communication is fundamental to cybernetics and identifies the goal of communication, differences between the goal and what is conveyed, and feedback.
Social influence
Social influence refers to efforts to change others' attitudes, behaviors, or perceptions. There are three main types: conformity, compliance, and obedience. Conformity involves changing one's behavior to adhere to social norms. Compliance occurs when one agrees to a request. Obedience involves submitting to the demands of a more powerful authority figure. Many psychological factors can increase social influence, such as group size, unanimity, and perceived expertise. However, people also resist influence through a desire for individuality and personal control.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Uses & gratification theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes audiences may have for media use such as diversion, personal relationships, identity, and surveillance.
Human-Computer Interaction: An Overview
The document discusses human-computer interaction and user interfaces. It describes how the interaction between users and applications is achieved through an interface, like a graphical user interface (GUI) on desktop computers, a web interface for online applications, or mobile interfaces for smartphones and tablets. It outlines different types of interfaces and discusses aspects of interface design like usability.
Uses and gratifications theory
The Uses and Gratifications theory views audiences as active in their media consumption choices. It posits that people select media to fulfill certain needs and gratifications. The theory assumes audiences are goal-oriented in their selections and can articulate the reasons behind their choices. It also acknowledges that media compete with other sources for fulfilling needs. Common gratifications sought from media include information, entertainment, social interaction, and escape from problems. The degree to which media gratify the reasons people seek them (gratifications sought vs. gratifications obtained) determines audience satisfaction. Media dependency theory extends this by arguing people rely more on media that fulfill important goals and needs.
Human computer interaction
The document discusses key aspects of human-computer interaction (HCI), including its importance, elements, interaction styles, input and output devices, and eye tracking techniques. HCI aims to design human-centered systems by understanding users' visual, intellectual, motor, and memory capabilities. Serious HCI research promises to fundamentally change computing by creating excellent user interfaces. Understanding users and conducting evaluations are important for practitioners. Common interaction styles include command lines, menus, and WIMP interfaces. Input devices include keyboards while outputs include displays, and humans interact visually, auditorily, and through touch. Various eye tracking methods aim to measure gaze, such as electrooculography and video-based techniques. HCI is an interdisciplinary
Uses & Gratifications Theory, Leading Discussion, Fardin Ayar.pdf
The belief that the use of media depends on the satisfaction, need, desire or motivation of each audience is almost as old as media research. Audiences are often formed based on the similarity of individual needs, interests and tastes, which have a social or psychological origin.
This way of thinking is belonging to the school of research called (use and gratification or interest and satisfaction) (McQuoid).
This approach was first described in an article by Katz (1959), which Katz began with the question, "What do people do with the media?"
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
SECTION A Audience
This document discusses key theories for understanding audiences of media, including uses and gratifications theory and the hypodermic needle model. It outlines Blumler and Katz's uses and gratifications theory, which proposes that audiences actively seek to fulfill certain needs like diversion, personal relationships, identity, and surveillance through media consumption. The document also discusses using social demographics like age, gender, occupation, and social class to define and understand target audiences.
Uses of gratifications theory (2)
Uses and gratifications theory focuses on how audiences actively engage with media to meet their needs and gratifications. The theory was developed in the 1940s by Herzog and further expanded by theorists like Katz, Blumler, Laswell, and McQuail. It posits that audiences are not passive receivers of media messages but rather take an active role in choosing, interpreting, and integrating media into their lives. The approach suggests people selectively use different types of media to fulfill needs like information, social interaction, entertainment, and identity formation.
Audience theories handout blank copy 2
The Uses and Gratifications theory proposes that people actively seek out media and content to fulfill personal needs and desires. It focuses on why audiences use media rather than how media affects people. The theory views audiences as active, choosing media based on interests, background, and preferences to fulfill needs like information, entertainment, social interaction, and identity formation. Criticisms of the theory include that gratifications may be dependent on researcher input rather than subjects, different age groups have varying motivations, and self-reported data used in studies can be unreliable.
Audience theory slideshow
This document discusses several theories about how audiences interact with media:
1) The Hypodermic Needle Theory suggested media could passively change audiences' thinking, but it is now seen as too simplistic.
2) Uses and Gratification Theory argues audiences actively seek media to fulfill needs like diversion, social interaction, information, and identity.
3) Two Step Flow Theory proposes ideas spread from media to opinion leaders and then to the general public.
4) Reception Theory recognizes audiences actively interpret media based on social and personal factors, though encodings aim to guide interpretations.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
Audience theory
The document discusses several theories of media audiences:
1. The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like hypodermic needles.
2. The two-step flow theory proposed that opinion leaders receive media messages and pass them on to others, showing audiences are part of a social process.
3. Uses and gratifications theory expanded on active audiences, explaining that individuals choose media to fulfill purposes like diversion, social interaction, identity, and information gathering.
4. David Morley's study identified three types of audience readings: dominant/hegemonic (fully accepting a program's messages), negotiated (modifying messages to personal views), and oppositional/counter-hegemonic (reject
Audience Notes
The document discusses several theories about how audiences interpret and are influenced by mass media texts:
1) The Hypodermic Needle Model proposed that audiences passively receive information from media without questioning it, but this was later disproven.
2) The Two-Step Flow theory found that information spreads from media to opinion leaders to the general public, rather than directly to individuals.
3) Uses and Gratifications research showed that audiences are active and use media selectively to fulfill personal needs like entertainment, information, and social interaction.
4) Reception Theory explored how individual characteristics like age and gender affect how audiences decode and interpret media texts differently. Producers can influence audiences through conventions
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This is not specific to any board, and can apply to Film Studies as well in certain cases.
Uses and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
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Social influence refers to efforts to change others' attitudes, behaviors, or perceptions. There are three main types: conformity, compliance, and obedience. Conformity involves changing one's behavior to adhere to social norms. Compliance occurs when one agrees to a request. Obedience involves submitting to the demands of a more powerful authority figure. Many psychological factors can increase social influence, such as group size, unanimity, and perceived expertise. However, people also resist influence through a desire for individuality and personal control.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Uses & gratification theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes audiences may have for media use such as diversion, personal relationships, identity, and surveillance.
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The document discusses human-computer interaction and user interfaces. It describes how the interaction between users and applications is achieved through an interface, like a graphical user interface (GUI) on desktop computers, a web interface for online applications, or mobile interfaces for smartphones and tablets. It outlines different types of interfaces and discusses aspects of interface design like usability.
Uses and gratifications theory
The Uses and Gratifications theory views audiences as active in their media consumption choices. It posits that people select media to fulfill certain needs and gratifications. The theory assumes audiences are goal-oriented in their selections and can articulate the reasons behind their choices. It also acknowledges that media compete with other sources for fulfilling needs. Common gratifications sought from media include information, entertainment, social interaction, and escape from problems. The degree to which media gratify the reasons people seek them (gratifications sought vs. gratifications obtained) determines audience satisfaction. Media dependency theory extends this by arguing people rely more on media that fulfill important goals and needs.
Human computer interaction
The document discusses key aspects of human-computer interaction (HCI), including its importance, elements, interaction styles, input and output devices, and eye tracking techniques. HCI aims to design human-centered systems by understanding users' visual, intellectual, motor, and memory capabilities. Serious HCI research promises to fundamentally change computing by creating excellent user interfaces. Understanding users and conducting evaluations are important for practitioners. Common interaction styles include command lines, menus, and WIMP interfaces. Input devices include keyboards while outputs include displays, and humans interact visually, auditorily, and through touch. Various eye tracking methods aim to measure gaze, such as electrooculography and video-based techniques. HCI is an interdisciplinary
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Similar to About uses and gratification model
Uses & Gratifications Theory, Leading Discussion, Fardin Ayar.pdf
The belief that the use of media depends on the satisfaction, need, desire or motivation of each audience is almost as old as media research. Audiences are often formed based on the similarity of individual needs, interests and tastes, which have a social or psychological origin.
This way of thinking is belonging to the school of research called (use and gratification or interest and satisfaction) (McQuoid).
This approach was first described in an article by Katz (1959), which Katz began with the question, "What do people do with the media?"
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
SECTION A Audience
This document discusses key theories for understanding audiences of media, including uses and gratifications theory and the hypodermic needle model. It outlines Blumler and Katz's uses and gratifications theory, which proposes that audiences actively seek to fulfill certain needs like diversion, personal relationships, identity, and surveillance through media consumption. The document also discusses using social demographics like age, gender, occupation, and social class to define and understand target audiences.
Uses of gratifications theory (2)
Uses and gratifications theory focuses on how audiences actively engage with media to meet their needs and gratifications. The theory was developed in the 1940s by Herzog and further expanded by theorists like Katz, Blumler, Laswell, and McQuail. It posits that audiences are not passive receivers of media messages but rather take an active role in choosing, interpreting, and integrating media into their lives. The approach suggests people selectively use different types of media to fulfill needs like information, social interaction, entertainment, and identity formation.
Audience theories handout blank copy 2
The Uses and Gratifications theory proposes that people actively seek out media and content to fulfill personal needs and desires. It focuses on why audiences use media rather than how media affects people. The theory views audiences as active, choosing media based on interests, background, and preferences to fulfill needs like information, entertainment, social interaction, and identity formation. Criticisms of the theory include that gratifications may be dependent on researcher input rather than subjects, different age groups have varying motivations, and self-reported data used in studies can be unreliable.
Audience theory slideshow
This document discusses several theories about how audiences interact with media:
1) The Hypodermic Needle Theory suggested media could passively change audiences' thinking, but it is now seen as too simplistic.
2) Uses and Gratification Theory argues audiences actively seek media to fulfill needs like diversion, social interaction, information, and identity.
3) Two Step Flow Theory proposes ideas spread from media to opinion leaders and then to the general public.
4) Reception Theory recognizes audiences actively interpret media based on social and personal factors, though encodings aim to guide interpretations.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
Audience theory
The document discusses several theories of media audiences:
1. The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like hypodermic needles.
2. The two-step flow theory proposed that opinion leaders receive media messages and pass them on to others, showing audiences are part of a social process.
3. Uses and gratifications theory expanded on active audiences, explaining that individuals choose media to fulfill purposes like diversion, social interaction, identity, and information gathering.
4. David Morley's study identified three types of audience readings: dominant/hegemonic (fully accepting a program's messages), negotiated (modifying messages to personal views), and oppositional/counter-hegemonic (reject
Audience Notes
The document discusses several theories about how audiences interpret and are influenced by mass media texts:
1) The Hypodermic Needle Model proposed that audiences passively receive information from media without questioning it, but this was later disproven.
2) The Two-Step Flow theory found that information spreads from media to opinion leaders to the general public, rather than directly to individuals.
3) Uses and Gratifications research showed that audiences are active and use media selectively to fulfill personal needs like entertainment, information, and social interaction.
4) Reception Theory explored how individual characteristics like age and gender affect how audiences decode and interpret media texts differently. Producers can influence audiences through conventions
Uses and gratifications theory
Uses and gratifications theory posits that audiences actively seek out specific media to satisfy needs and motives. It focuses on why and how people use media rather than how media affects people. The theory assumes audiences are goal-oriented, proactively choose media, and can provide accurate insights into their own media use. Early studies identified motives like emotional gratification and wishful thinking. Later work organized motives into categories like diversion, social interaction, identity, and surveillance. The theory holds that social contexts shape audiences' needs and media use. It also argues people construct their own meanings from media rather than being passively influenced.
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This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
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This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
Chapter 15 Media Effects and Cultural Approaches to Research
This document provides an overview of media effects research and cultural approaches to media research. It discusses early theories like the hypodermic needle model and minimal effects model. It also covers research methods like experiments, surveys, and content analysis. Cultural studies focuses on how people make meaning through cultural symbols and examines power structures. Key concepts in cultural studies include the public sphere and viewing communication as culture. The document outlines the development of both effects-focused and cultural approaches to media research.
Communication theories
The document summarizes several communication theories:
- Agenda setting theory proposes that media can influence the importance the public places on topics by frequently covering certain issues. If an issue receives prominent coverage, audiences see it as more important.
- Uses and gratifications theory examines why people actively seek out media to satisfy needs like social interaction, information, and entertainment.
- Dependency theory views the relationship between media and audiences as one of dependency, where fulfilling audiences' needs relies on media resources. Societies that are more unstable may be more dependent on media.
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Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
Audience theory
The document discusses several theories of how media targets and affects audiences:
1) The "hypodermic syringe model" from the 1920s-1950s viewed audiences as passive and assumed media had direct effects, like propaganda during WWII.
2) The "two-step flow model" developed in the 1940s-50s recognized opinion leaders could influence audiences' reception of media messages on social media today.
3) "Uses and gratification theory" sees audiences as active in interpreting media to fulfill personal needs like identity, education, entertainment and social interaction.
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in this slides you will come to know about the communication process and much more about communication
INTRODUCTION TO COMMUNICATION SKILLS
ITS ABOUT DIFFERENT TYPES OF COMMUNICATION SKILLS HOW TO USE THOSE SKILLS AT RIGHT PLACE AND MUCH MORE
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About uses and gratification model
- 2. U&G theory states what people do with media NOT what media does with people. Audience plays an active role in choosing and using media in their daily lives. DEFINITION
- 3. EARLY IN THE 1920s: is known as the Limited Effects Theory which is against the Mass Society theory. 1940s: officially started with the name U&G Theory. 1960s – 1990s: the development of U&G Theory with supports from theorists. HISTORICAL BACKGROUND
- 4. COGNITIVE NEEDS AFFECTIVE NEEDS PERSONAL NEEDS SOCIAL NEEDS RELAXATION NEEDS NEEDS:
- 5. Audience is passive: Passive user does not gives reply. Audience is active: Active user gives reply. AUDIENCES
- 6. INFORMATION / COGNITIVE NEEDS: Finding for relevant events. Seeking advice to solve the matters and make decisions. Satisfying curiosity and general interest. Self-education. Gaining a sense of security through knowledge. 4 KEY REASONS OF MEDIA USE
- 7. PERSONAL NEEDS: Finding reinforcement for personal values. Finding models of behavior. Identifying with valued other(in the media). Gaining insight into one’s self. 4 KEY REASONS OF MEDIA USE
- 8. INTEGRATION AND SOCIAL INTERACTION Social empathy. Gaining a sense of belonging. Finding a basis for conversation and social interaction. Clarifying social roles. Enabling connection with family , friends and society. 4 KEY REASONS OF MEDIA USE
- 9. ENTERTAINMENT Free tension. Getting aesthetic enjoyment. Filling time. Emotional release. 4 KEY REASONS OF MEDIA USE
- 10. The development of newer media: THE INTERNET More convenient for audience to satisfy their gratification. U&G THEORY IN 21ST CENTURY
- 11. OTHER CONCEPTS Interactivity: multidimensional concepts: amount of choice provided to users, amount of effort users must access to access information ,etc. Demansification: the control of the individual over the medium. Asynchroncity: the ability of individuals to send, receive, save or retrieve message at their convenience. U&G THEORY IN 21ST CENTURY
- 12. THANK YOU!!