This document discusses the Uses and Gratifications Theory, which is an approach to understanding why people seek out specific media to satisfy certain needs. It outlines four main sections of the theory: diversion, personal relationships, personal identity, and surveillance. Diversion refers to using media for leisure and escape from daily problems. Personal relationships examines how people form companionships and relationships through media like television. Personal identity explores how media allows people to affirm their identity within society. Surveillance discusses people's need to stay informed on current events through news media.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
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Impact of journalism on the internet.
Usage of the Internet for journalistic tasks
Web revolutionized journalism
Traditional media started the online presence
Digital media Ethics and challenges for CJ
The PPT discusses on the press conditions in the world. It also explains the working conditions of press & media and its professionals in western countries as well as developing countries.
An introduction to what an audience is, how this relates to media studies and why audiences are important. Presentation talks about categorisation, audience fragmentation, the impact of new technology and links to help support your learning.
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Traditional Media Vs Digital Media (Online Journalism)
,traditional media ,old media vs new media ,online journalism ,social media management ,digital media management ,hyper media ,multimedia ,linear multimedia and non linear multimedia ,interactive media ,online media ,social media ,virtual media ,hybrid media ,owned media
Impact of Internet on Journalism and Digital Media EthicsRashid Hussain
Impact of journalism on the internet.
Usage of the Internet for journalistic tasks
Web revolutionized journalism
Traditional media started the online presence
Digital media Ethics and challenges for CJ
The PPT discusses on the press conditions in the world. It also explains the working conditions of press & media and its professionals in western countries as well as developing countries.
An introduction to what an audience is, how this relates to media studies and why audiences are important. Presentation talks about categorisation, audience fragmentation, the impact of new technology and links to help support your learning.
Traditional Media Vs Digital Media (Online Journalism) Mujeeb Riaz
Traditional Media Vs Digital Media (Online Journalism)
,traditional media ,old media vs new media ,online journalism ,social media management ,digital media management ,hyper media ,multimedia ,linear multimedia and non linear multimedia ,interactive media ,online media ,social media ,virtual media ,hybrid media ,owned media
Demographics, Psychographics and the Uses and Gratifications Theory, Understa...ijtsrd
The issues of how the media affect people and what people do with the media have presented perennial and perplexing questions for communication scholars. Some of the research results in these areas are more controversial than useful. Uses and gratification studies straddle the two domains of media effects and people’s employment of the media. The field of gratification research holds great promise in the continual search for comprehensive knowledge on how and why we use the media. Drawing from a wide range of local and international literature, this paper presents a clear and concise review of the ontological, epistemological and axiological assumptions of the uses and gratifications theory. Paleowei, Zikena Cletus "Demographics, Psychographics and the Uses and Gratifications Theory, Understanding Text and Preferences" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-3 , June 2023, URL: https://www.ijtsrd.com.com/papers/ijtsrd56314.pdf Paper URL: https://www.ijtsrd.com.com/humanities-and-the-arts/education/56314/demographics-psychographics-and-the-uses-and-gratifications-theory-understanding-text-and-preferences/paleowei-zikena-cletus
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2. What is the Uses and Gratifications
Theory?
This is an approach to understanding why and how
people actively seek out specific media to satisfy specific
needs. UGT is an audience- centred approach to
understanding mass communication.
3. Sections
Bulmer and Katz split the theory into these sections:
Diversion
Personal Relationships
Personal Identity
Surveillance
4. Diversion
The media’s dominant use is as a form of filling
leisure time. These activities range from listening to
music, playing video games, watching television and
movies, reading articles and books. Media is used as
an escape from a daily of routine and someone’s
problems. Gratifications from using the media as
diversion include a range of emotions from the user
choice of medium.
5. Personal Relationships
Many people use the television as a form of
companionship. The television is often quite an intimate
experience, and by watching the same people on a
regular basis we can often feel very close to them, as if we
even know them. Another aspect to the personal
relationships model is how we can sometimes use the
media as a springboard to form and build upon
relationships with real people.
6. Personal Identity
The personal identity need explains how being a subject
of the media allows us to reaffirm the identity and
positioning of ourselves within society. The characters in
soaps are usually designed to have wildly different
characteristics, so that everyone can find someone to
represent themselves, someone to aspire to, and
someone to despise.
7. Surveillance
The surveillance need is based around the idea that
people feel better having the feeling that they know
what is going on in the world around them. One of the
genres this is often applied to is news. By watching or
reading about news we learn about what is happening in
the world, and as the news is usually bad news, this
knowledge leaves us feeling more secure about the safety
of our own lives.