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LESSON 5: USES AND GRATIFICATIONS
METIN ERSOYFACULTY OF COMMUNİCATİON
AND MEDİA STUDİES
JOUR 484Sociology of Journalism
Lesson 5: USES AND GRATIFICATIONS
How Individual used the mediaWhat People do with mediaU & G looks at the ways individuals use mass
communication to gratify their needs.U & G studies asks some questions like “Who
is using media”, “How much these individuals consume”, “What type of media they use” and “When they are using it”
In contrast with the previous media effects tradition which are focuses on What media do to people
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
ACTIVE AUDIENCES · This model viewed people’s media consumption patterns as intended actions on the part of the viewers.
· It suppose that individuals do make conscious choices about what they see and read in the media.
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Early uses and gratifications research beginning the 1940s concentrated on how audiences used different media.
Laswell investigate: Why people attend to the media. His research put forward some functions of mass communication
1. Environment 2. Correlation of events in the environment, 3.Transmission of social heritage
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Wright added the entertainment function to the list in 1960He proposed four functions of the media for society,
individuals and subgroups.
1. Surveillance
2. Correlation
3. Entertainment
4. Cultural transmission (or socialization)
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Katz, Blumler, and Gurevitch summarily describe the uses and gratifications approach as
1. The social and psychological origins of2. Needs, which generate3. Expectations of4. The mass media or other sources which lead to 5. Differential patterns of media exposure, resulting in 6. Need gratifications and7. Other consequences, perhaps mostly unintended
ones.
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Katz, Gurevitch and Hass in 1973 “On the Use of the Mass Media for Important Things” it is seen as significant study because of two reason.
1. It was the first study which compare gratifications across different media
They identified different uses for different media 2. They introduced multidimentional scaling to the approach. They demonstrated that auidiences members differentiated
among five media on the basis of the perceived gratifications obtained
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Palmgreen summarized uses and gratifications research in six main areas in 1984
This study is momentous because it advanced some new concepts to the Uses and Gratification perspectives as gratification sought and obtained or expectancy-value. And this six divisions are still using by researcher.
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
1. gratifications and media consumption2. social and psychological origins of gratifications3. gratifications and media effects4. gratifications sought and obtained5. expectancy-value approaches to uses and gratifications 6. audience activity
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
In 1985 Palmgreen, Wenner and Rosengren create generalized assuptions which incorporated many important assumptons on uses and gratifications.
1. The audience is active, thus2. much media use can be conceived as goal-
directed and3. competing with other sources of need
gratification, so that when
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
4. substantial audience initiative links needs to media choice
5. media consumption can fulfill a wide range of gratifications although
6. media content alone cannot be used to predict patterns of gratifications accurately because
7. media characteristics structure the degree to which needs may be gratified at different times, and further because
8. gratifications obtained have their origins in media content, exposure in and of itself, and or the social situation in which exposure takes place.
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Active AudienceThe fundamental critics on uses and gratification
paradigm focuses on the notion of active audience of uses and gratification paradigm which suppose that audiences made conscious decisions about the consumption of media content.
Some argues that media can be forced on some
people rather than freely chosen.
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Another critics on uses and gratifications is it pays too much attention to the individual and ignore both the social context and role of media.
Levy and Windahl respond to this critics with conceptualize
activity of audience. They use three levels of audience activity
1. Audience activity-selectivity2. Involvement3. Use
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
In 1973 Katz, Gurevitch and Hass gound 35 needs which are social and psychological functions of the mass media and they put them in five categories.
Cognitive needs – Acquiring information, knowledge and understanding
Affective needs – Emotion, pleasure, feelingsPersonal integrative needs – Credibility, stability,
statusSocial integrative needs – Family and friendsTension release needs – Escape and diversion
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
In 1987 Denis McQuail offers the some typology of common reasons for media use
Information Finding out about relevant events and conditions
in immediate surroundings, society and the worldSeeking advice on practical matters or opinion and
decision choicesSatisfying curiosity and general interestLearning; self-educationGaining a sense of security through knowledge
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Personal IdentityFinding reinforcement for personal values Finding models of behaviorIdentifying with valued other in the mediaGaining insight into one’s self
Integration and Social InteractionGaining insight into circumstances of others; social
empathyIdentifying with others and gaining a sense of
belonging
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
Finding a basis for conversation and social interactionHaving a substitute for real-life companionship Helping to carry out social rolesEnabling one to connect with family, friends and society
EntertainmentEscaping, or being diverted, from problemsRelaxingGetting intrinsic cultural or aesthetic enjoymentFilling timeEmotional releaseSexual arousal
Metin ERSOY - Spring 2009
Lesson 5: USES AND GRATIFICATIONS
DISCUSSION TOPICS FOR THIS WEEK:Sizce hedef kitle aktif mi pasif mi?Medya bir amaç mı, araç mı?
Metin ERSOY - Spring 2009
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