The uses and gratification theory
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The uses and gratification theory posits that audiences play a large role in creating media by consuming content that satisfies their needs and interests. It assumes that audiences are active rather than passive and that they choose media for information, entertainment, social interaction, and personal identity purposes. The theory explores how audiences use media to fulfill needs like education, social connection, diversion, and emotional release.
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The Uses and Gratifications model is an audience theory that justifies why people spend time engaging with certain types of media. It classifies audience motivations into 4 categories: personal identity, information, entertainment, and social integration. The model suggests people use media to reinforce personal values, learn, be entertained through escape or relaxation, and connect with others for understanding, belonging, and interaction.
Uses and gratification theory
Uses and Gratification Theory posits that people actively seek out media to fulfill specific needs like information, personal identity, social interaction, and entertainment. People seek information to learn, satisfy curiosity, and gain a sense of security. They seek personal identity through reinforcing values and finding role models. Social interaction needs include feeling connected to others and carrying out social roles. Entertainment provides escape, relaxation, and enjoyment.
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Uses and gratifications theory focuses on why people use media and what people gain from media use, rather than how media affects people. It recognizes that people can have varied responses to and interpretations of media. Some benefits people seek from media include information, entertainment, social interaction, and personal identity. Specific gratifications identified include escape from problems, learning, social interaction, and emotional release.
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Uses and grats final presentation
The Uses and Gratifications model is an audience theory that justifies why people spend time engaging with certain types of media. It classifies audience motivations into 4 categories: personal identity, information, entertainment, and social integration. The model suggests people use media to reinforce personal values, learn, be entertained through escape or relaxation, and connect with others for understanding, belonging, and interaction.
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Portfolio 1- 'Define' (Chosen Topic: Media Pleasure)
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Uses and gratifications
Uses and gratifications theory focuses on why people use media and what people gain from media use, rather than how media affects people. It recognizes that people can have varied responses to and interpretations of media. Some benefits people seek from media include information, entertainment, social interaction, and personal identity. Specific gratifications identified include escape from problems, learning, social interaction, and emotional release.
Uses&Gratifications
Uses and gratifications theory focuses on why people use media and what people gain from media use, rather than how media affects people. It recognizes that people can have varied responses to and interpretations of media. Some benefits people seek from media include information, entertainment, social interaction, and personal identity. Specific gratifications identified include escape from problems, learning, social interaction, and emotional release.
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Youth are represented in the media in complex ways that both reflect and shape societal views. Historically, representations have dichotomized youth as either a "prosperous future" or a "culture of moral decline." More recently, films like Quadrophenia portray British youth subcultures of the 1960s in a realistic light, drawing on theories of how collective identities form through shared cultural texts. However, some representations may also promote the values of ruling classes and fix social divisions through the process of cultural hegemony described by Gramsci.
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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.
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- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
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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.
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Prompt 4
The document discusses how human identity is increasingly "mediated" or shaped by media influences. It covers theories about how audiences both reflect and shape their identities based on media representations. While the media can influence identities through representations that get embedded in popular culture, audiences also actively interpret media texts and use media as tools to navigate and construct their own identities.
What is identity
Identity can be defined in several ways: as characteristics that make someone recognizable as part of a group, as qualities that make something the same as something else, or as an individual's unique personality. Young people's identities are influenced by the media they are exposed to, as they have frequent access to television, music, magazines, and the internet from a young age. This exposure can affect how young people behave, dress, and the music they like. While media influence on identity was discussed in 2003, children now have even greater access to media through technologies like smartphones and social media. Identity is a complex, fluid concept that can change based on circumstances and is shaped by both individual and broader societal factors.
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Key Theories
The document discusses several theories related to how consumers engage with media:
- Uses and gratifications theory identifies 5 common reasons people use media - escapism, entertainment, surveillance, personal identity, and public relations.
- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
- Other theories discussed include reception theory, dominant ideology/hegemony theory, Maslow's hierarchy of needs, and the two-step flow theory.
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Originally presented at Resident Assistant Training at Boston College on August 18, 2012. This brief presentation discusses how to approach difficult conversations and confront problematic language around issues of diversity and social justice.
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This document summarizes key concepts from a lecture on media, culture and identity. It discusses definitions of culture and examines theories of cultural essentialism versus social constructionism. It also covers concepts like identity, subjectivity, and theories of sexuality. New media and concepts like public versus private, globalization, and interactivity in new media are also summarized.
social media
Social media refers to virtual communities and networks where people interact and share information. Some of the earliest forms of social media include cave wall paintings from ancient times. Modern social media platforms like Facebook, Twitter, and YouTube allow individuals to publish information more cheaply and accessibly compared to traditional media. While social media can help facilitate information sharing and connection, overuse has disadvantages like reduced in-person social engagement and effects on attention span and eyesight. Moderation is important to gain benefits while avoiding negative impacts.
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This document discusses where different types of magazines should be sold based on their target audiences. Mass audience magazines are best sold in supermarkets, newsagents, and bookshops that see a wide range of customers. Niche magazines are more suited to record shops where customers specifically go to buy that type of magazine. If a music magazine was published by Panini for teens, it would be sold in stores like WHSmith and Morrisons that teens frequently visit, and would be placed on lower shelves for easy access. Modern magazines also have websites and social media presences to further market and distribute the magazine digitally to wider audiences.
My music magazine evaluation
This document describes the key conventions and techniques used in creating a magazine mockup based on a music magazine. It discusses placing the masthead at the top of the page even when overlapped by the main image. Pull quotes are used to draw attention to important text excerpts. Articles are organized into categories on the contents page rather than page number order. Images, colors, fonts, and other design elements are used to match the target audience of teenage girls and the music genre. Key sections like the masthead, cover lines, and plugs employ conventions commonly seen in successful music magazines.
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This document discusses dystopian films and provides examples such as The Purge, Never Let Me Go, Fahrenheit 451, The Hunger Games, and Divergent. It also outlines a plot idea where a girl is hit by a car and ends up in a coma, dreaming that she is going to school normally while clues throughout the film reveal that she is actually in the hospital in a coma from the car accident.
Conventions of a short film
Short films typically have 2-3 main characters to allow audiences to relate to them in the limited time. They are usually between 2-20 minutes long, with comedies tending to be on the shorter side. The plots commonly take an everyday situation and add a twist to make it interesting, such as starting in an office and finding a magical paper, engaging audiences while still relating to normal experiences. Technical elements are usually kept basic due to low budgets, using things like narration instead of complex CGI.
The purpose of short films
Short films aim to entertain or inform audiences with a captivating narrative within their limited duration. They typically focus on a specific message or lesson and leave viewers wanting more. Short films can also be used to promote upcoming feature films or allow student filmmakers to showcase their talent. Additionally, good short films have an original idea, strong script, believable performances, and a hooking beginning to engage audiences.
Magazine pre pro uploaded
Talia Smith designed a magazine masthead for a music magazine targeting teenage girls aged 13-16 interested in pop music. She drew the masthead by hand using onomatopoeia to represent the "twists" in the music industry. Through tools in Photoshop, she edited the masthead text with drop shadows and beveling to make it stand out from the page. She also overlapped the masthead with the main image to follow conventions of famous magazines. Talia edited images for her double page spread to make them brighter, with more contrast and a "glossy" magazine look. She included relevant social media sites on the front cover and used columns, font size, and pull quotes appropriately throughout the magazine
Audience Research
This document discusses defining a target audience for a film project. It analyzes the audience based on socio-economic status, concluding that the audience is level E since the film's protagonist is a student and much of the plot takes place in a school. The document also references Maslow's hierarchy of needs and how the film incorporates themes around self-actualization, self-esteem, and friendship. It determines the film warrants a PG certificate due to a lack of explicit content, violence, or swearing, making it suitable for student viewers.
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This document discusses common conventions used in music magazines. It begins by describing typical elements like the masthead logo, barcode, and main image on the cover. It then analyzes how photographic techniques can portray different emotions and represent different magazine genres. Color schemes and language choice are also important to attract the target audience. The target for a genre-specific music magazine would be a niche audience of younger people in social group E.
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The document analyzes the layout and design elements of a music magazine. It notes the use of columns, images of celebrities, and quotes to attract readers and promote other projects those celebrities are involved in. Product images and pricing help make the article useful. Color schemes, mastheads, and organized text and contents help the magazine appear professional and guide readers through the issues.
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Pre production continued
The document summarizes changes made to a magazine after receiving feedback from the target audience. The key changes included finding a more professional-looking font to replace a hand-drawn masthead, altering an image behind the title to better identify it, resizing the text to a smaller font to fit more while adjusting pull quote positioning, and filling columns to improve the double page spread appearance overall.
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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.
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4) Media industries appeal to emotions to engage audiences in "free labor" that makes them both loyal consumers and participants.
Ems - Summer I ’11 - T101 Midterm Exam Review
The document provides an overview and review of key concepts for a midterm exam on media and technology:
1) According to media scholar Mark Deuze, we live in media and derive our sense of identity from it, not outside of it.
2) People in a "media life" focus on crafting a good, responsible, and beautiful experience of existing fully within media environments.
3) Media convergence has led to a culture where audiences actively co-create media across multiple platforms through user-generated content and transmedia storytelling.
Media and Society
The document discusses several theories of media and society, including functional analysis, agenda setting, uses and gratifications, social learning theory, and the spiral of silence. Functional analysis views media as helping to extend our senses to perceive more of the world. Agenda setting theory suggests that media sets the terms of public discourse by influencing what issues receive public attention. Uses and gratifications theory proposes that audiences use media to fulfill various needs and wants, such as amusement, shared social experiences, and models to imitate. Social learning theory maintains that people can learn through observing media and the consequences for others. The spiral of silence theory holds that people are less likely to express opinions they believe to be in the minority to avoid isolation.
Theories of Socialization
The document discusses several key aspects of socialization:
1. Socialization is the process by which individuals learn the norms, values, behaviors, and social skills needed to function in society. It involves both learning and teaching processes.
2. Socialization transforms individuals from biological beings into social beings by teaching them appropriate gender roles, responsibilities, skills and how to interact with others based on social norms.
3. Different socialization agents like family, peers, media, and school socialize individuals according to different sociological theories like social learning theory and functionalism which see socialization as important for personality development and social order.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
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Jamie Kalven (born 1948) is an American journalist, author, human rights activist, and community organizer based in Chicago, Illinois. He founded the Invisible Institute, a non-profit journalism organization based in Chicago's South Side. Kalven has been referred to as a "guerrilla journalist" by Chicago journalist Studs Terkel. His work in the city has included reporting on police misconduct and poor conditions of public housing. Kalven won a landmark court case – Kalven v. City of Chicago – which held that police misconduct records are public information under the Illinois Freedom of Information Act. Thereafter, the Institute became a hub for information related to police misconduct in Chicago. In the aftermath of the 2014 murder of Laquan McDonald by a police officer, Kalven received accolades for obtaining a copy of an autopsy report showing that McDonald had been shot 16 times execution-style, contradicting official reports of a single gunshot wound. (Full article...)
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Did you know ...
Front cover of "Maple Leaf Rag" (1899)
Front cover of "Maple Leaf Rag" (1899)
... that the actress Lottie Williams was one of the cakewalk dancers depicted on the front cover of the sheet music for Scott Joplin's "Maple Leaf Rag" (pictured)?
... that the 1974 conference Transvestism and Transsexualism in Modern Society in Leeds became an early platform for the emergence of terms such as "gender alignment" and "trans.people"?
... that both Thackeray and Longfellow bought paintings by Fanny Steers?
... that Samoa House was the first fale (traditional Samoan house) built outside of Samoa?
... that as a high schooler in 2018, Logan O'Hoppe caught a home-run ball at Yankee Stadium hit by visiting player Manny Machado and was televised throwing it back on the field?
... that Lana Del Rey, who is known as an alt-pop artist, will release her first official country album, Lasso, this year?
... that Patricia Grace did not intend for her novel Potiki, about the impact of land development on an indigenous community, to be seen as political?
... that in the 1934 German referendum, some areas recorded more
Collective identities
Collective identities provide a sense of inclusion and differentiation for individuals. They help people establish a positive self-concept through identification with and comparison between social groups. Collective identity refers to a group membership that shapes personal identity, and may even trump other aspects of personal identity at times. Through social activities and participation in groups, individuals gain a sense of belonging and identity beyond themselves.
Uses and Gratifications
Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting and integrating media into their own lives to meet their needs. People use different media sources to fulfill specific gratifications, and media competes with other information sources for viewers seeking to have their needs gratified.
E B17 002 The Essential Guide To Social Media
This document provides an overview of social media and how to effectively engage through a social science approach. It discusses:
1) Social media is about social interaction, not just technology. Understanding social behaviors and cultures is key.
2) To effectively engage, companies should observe social conversations to understand customer interests before participating.
3) Immersing in communities involves respectful participation without overt marketing. The goal is contributing value to conversations to build relationships.
[r]evolution: Educating Social Media - Workshop Slides
This document discusses considerations for teaching social media use. It begins by noting that while digital literacy focuses on skills, most people use social media for social reasons. It then provides statistics on widespread social media use. The document discusses how social media has become integral to daily life and both positive and negative impacts. It emphasizes the importance of understanding why we engage with social media and consequences of choices. The document then summarizes research on why older adults both do and do not use Facebook, focusing on themes like privacy concerns, quality of interaction, and exclusion. It introduces the concept of "value alignment" to help negotiate rules of engagement. Finally, it discusses teaching social media norms to reduce uncertainty for students.
Digital Authorship: A Pedagogy of Learning
Digital authorship is a form of social power that allows authors to enter conversations by sharing creative works. It is a creative and collaborative process involving experimentation and risk-taking. Authors can choose to be socially responsible for what they create and share. Critical thinking about message form, content and context helps people become better creators and consumers of digital media messages.
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[r]evolution: Educating Social Media - Workshop Slides
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Camera technique location
The document discusses various location options for filming different scenes from a short film. The church will be used to film a funeral scene due to its non-traditional layout. The filmmaker's living room will represent a family home and provide easy camera access. Rachael's attic bedroom matches the edgy personality of the character Olive and will work with the right equipment and shots. Talia's house provides a family feel and cosy rooms to serve as Olive's house exterior and hallway scenes. The kitchen will build tension for scenes with Olive's dad prior to learning of her death.
Short film idea pitch
The film pitch proposes a short film about a teenage girl who feels unpopular and lacks self-worth. The initial plot has her being hit by a car and seeing how people react to her death, realizing her value too late. However, the writers recognize this plot needs a lesson or character development. Their revised plot has the main character experience being a ghost after the accident, witnessing her impact. This leads to a realization about appreciating life, and in the end she wakes up empowered to make changes. The document outlines characters, sample scenes, and planned locations to bring the story to life.
Short film idea - 1st pitch
The film pitch proposes a short film about a teenage girl who feels unpopular and lacks self-worth. The initial plot has her being hit by a car and seeing how people react to her death, realizing she was appreciated too late. However, the filmmakers recognize the story needs a lesson or character development. Their revised plot has the main character experience being a ghost after the accident, witnessing her impact and funeral preparations, before waking up alive with a new perspective on valuing life and taking opportunities. Scenes provide more details about developing the character and her circumstances.
The purpose of short films
Short films aim to entertain or inform audiences with a captivating narrative within their limited duration. They typically focus on a specific message or lesson and leave viewers wanting more. Short films can also be used to promote upcoming feature films or allow student filmmakers to showcase their talent. Additionally, good short films have an original idea, strong script, believable performances, and a hooking beginning to engage audiences.
Representations in media
The document discusses how media representations can lead to stereotypes based on social class, regional identity, and disability. It notes that social class stereotypes in media assume characters' intelligence and behaviors based on whether they are portrayed as working class, middle class, or upper class. Regional identity stereotypes often judge characters based on exaggerated traits of their nation or region, such as Scots wearing kilts or Mancunians being chavs. Disability stereotypes historically portrayed those with disabilities as incapable, frail outsiders, though views are changing. The document provides examples of stereotypical portrayals in British television shows to illustrate these points.
School magazine research uploaded
The document discusses strategies for an effective school magazine, including:
1) Informing students about school events, promoting the school to prospective parents, and giving students a voice through topics they can relate to.
2) Appealing to different audiences like pupils, teachers, parents, and governors by providing school news, opportunities, educational tips, and information about student activities.
3) Using design elements like logos, headlines, images and questions to attract readers and represent the school in a positive light.
Media Studies Terminology
This document defines key terminology used in media studies, including denotation, connotation, indexical signs, iconic signs, and symbolic signs. It also outlines several concepts related to signs, including the signifier and signified, and the interpretent or audience. Additionally, it discusses concepts such as diegetic and non-diegetic sounds, juxtaposition, mise-en-scene, verisimilitude, realism, and synergies. Finally, it briefly covers research methods in media studies like deductive and inductive approaches as well as primary, secondary, quantitative, and qualitative methods.
Media Studies Terminology
This document defines key terminology used in media studies, including denotation, connotation, indexical signs, iconic signs, and symbolic signs. It also outlines several concepts related to how signs are interpreted, including the signifier/signified relationship and interpretant. Additionally, it discusses techniques used in media like juxtaposition, mise-en-scene, verisimilitude, and realism. Finally, it briefly covers research methods in media studies such as deductive/inductive approaches and quantitative/qualitative methods.
School magazine research
The document discusses strategies for an effective school magazine. It notes that a school magazine should inform students about events, promote the school to current and prospective families, and give students a voice. The magazine would appeal to its target audiences of pupils, teachers, parents, and governors. Successful magazines use design elements like mastheads, headlines, and cover lines to attract readers. For a school magazine specifically, it should prominently display the school logo and not need barcodes. Photographs on the cover should follow rules of composition and use welcoming facial expressions to draw readers in.
pre production
The document summarizes changes made to a school magazine masthead and cover page designs. The masthead font was changed to make it look more modern for adolescent readers. On the cover page, the number of words in the headline was reduced to make it more catchy and the font was clarified. Layering of images was altered to make the largest image more prominent. Text opacity was lowered and different colored fonts were used to make certain information like the email address and contest details stand out to readers. A handwriting-style font was used for the editor's name to create a personal tone.
Audience Theory
Professor David Morley conducted an influential media audience research project where he showed an episode of the popular news programme "Nationwide" to a diverse group of people and analyzed their different interpretations. He identified three types of readings: dominant, negotiated, and oppositional. The findings showed that people of the same class did not always interpret media in the same way, as other factors like age, gender, and personal views also played a role. Audiences can be classified not just by social status but also interests, style, and personality to more accurately define a target audience.
Representation Of Age In Media - Skins
Skins is a TV drama that depicts the lives of teenage students in college. It shows their experiences of enjoying their youth while getting into trouble with authorities. In one scene, the teenage characters enter a pub and are met with displeasing looks from older patrons, reflecting stereotypes around youth. A fight then breaks out between the teens and older patrons, highlighting how both age groups conform to negative behaviors. However, one teen hides from the fight, showing greater maturity and contradicting stereotypes. By portraying different characters with varying personalities and behaviors, Skins represents the diversity of adolescence.
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Event Link:- https://meetups.mulesoft.com/events/details/mulesoft-mysore-presents-mule-event-processing-models/
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For Upcoming Meetups Join Mysore Meetup Group - https://meetups.mulesoft.com/mysore/YouTube:- youtube.com/@mulesoftmysore
Mysore WhatsApp group:- https://chat.whatsapp.com/EhqtHtCC75vCAX7gaO842N
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Shubham Chaurasia - https://www.linkedin.com/in/shubhamchaurasia1/
Giridhar Meka - https://www.linkedin.com/in/giridharmeka
Priya Shaw - https://www.linkedin.com/in/priya-shaw
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The uses and gratification theory
- 1. Talia Smith
- 2. The uses and gratification theory is all about audience and the idea that audience play a large role in the creation of media. One wouldn’t create a media text if it wasn’t possible for it to have an audience. The one creating the media would make something that would satisfy the audience appropriately and fully, for it to be successful. The theory assumes audiences act as individuals instead of past passive theories of in taking information from texts. They have alternate choices of how to use media pieces: Information Personal Identity Integration and Social Interaction Entertainment the list of Uses and Gratifications has been extended, particularly as new media forms have come along (eg video games, the internet)
- 3. Finding out about relevant events and conditions locally and across the world. Seeking advice on matters personal and practical. Satisfying general interest and curiosity. Self-education Gaining a sense of security through knowledge.
- 4. Finding reinforcement for personal values. Finding role models for behaviour. Identifying with valued people in the media. Gaining insight into oneself.
- 5. Social Empathy – insight into others circumstances. Gaining sense of belonging identifying with others. Finding a basis for conversation and social interaction. Having a substitute for real-life companionship. Helping to carry out social roles. Enabling one to connect with friends, family and wider society.
- 6. Escapism, diversion from problems. Relaxation. Getting intrinsic cultural or aesthetic enjoyment. Passing time. Emotional release. Sexual arousal.