3. Uses and gratifications
Research approach : Focuses on social and psychological
benefits the media’s audience get from the media, rather
than what the media ‘does’ to the audience
4. Objectives
What do people do with the media
Why do individuals use media - underlying motives
How are individuals affected - positive and negative
consequences
5. Objectives
What do people do with the media
Why do individuals use media - underlying motives
How are individuals affected - positive and negative
consequences
6. Active audience behaviour
Audience needs and wants
Integration and social
interaction
Surveillance / Info
8. Fashion ticks different impulses
Indifferent –
Obstinate
audience
Deficiency Non deficiency Serious Recognition: Relaxation :
need : needs : business / The need to be Occasional
To feel part enhance self Profession identified as followers
of a group development, someone
seek advice fashionable /
trend-setter
9. Gratification Pre During Post
Pre
Individual choice
Seeking a media type or
program
10. During
Distractive behaviour – Talking, texting, reading,
eating etc
Interactive behaviour - Talking to media, blogging,
discussing event with members in the same room
13. Instrumental use of media:
Intentional use of program content includes reading of texts :
Preferred Negotiated Oppositional
Non-target
Audience audience may
acknowledge reject the
The reading media preferred
preferred
producers hope reading, forming
reading, but
audiences will take their own
modify it to suit
from the text alternative
their own values
and opinions message
14. Instrumental use of media:
Intentional use of program content includes reading of texts :
Preferred Negotiated Oppositional
Non-target
Audience audience may
The reading acknowledge reject the
media producers preferred preferred
hope audiences reading, but reading, forming
will take from the modify it to suit their own
text their own values alternative
and opinions message
Assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. Audiences are responsible for choosing media to meet their needs.
Media consumers have a free will to decide how they will use the media and how it will effect themThis would imply that the media compete against other information sources for viewer’s gratification. Users take an active part in the communication process and are goal oriented in their media use. This provides peoples perception on their media content experience Also studies how peopleusemedia as part of everyday social interactionDifferentiates active use of media from more passive uses. Further providing useful insights into the adoption of new media
Theintellect and ability ofmedia consumers is respected, hence she/he is capable of seeking out a media source that best fulfills their needs Users take an active part in the communication process and are goal oriented in their media use. Provides insightful analysis of how people experience media content Studies the useof media as a part of everyday social interactionDifferentiates active use of media from more passive uses. Further providing useful insights into the adoption of new media
The audience has a set of needs (Blumler and Katz 1975) – maslow’s hierarchy of needsIntegration & Social interaction The audience forms a relations with the medium Hence they relate to the medium. This gives them a sense of responsibility It also helps audiences to socialise and connect with other peopleSurveillance/Information The audience want to find out about society and the world.Hence they actively seek media products to gratify their needs.
Diversion - The audience use media is to take a break from the daily routine of life. Media could be used for getting intrinsic cultural or aesthetic enjoyment,relaxation or just to fill time (gratification)It could be a form of emotional release for the audiencePersonal identity : Enable audiences to find out something about themselves and for reinforcing personal values.
Deficiency needs – internal dissatisfaction, such as need for love and security-rely on others for fulfillment.Non deficiency needs –self actualization needs –can be fulfilled from dependant sources-enhance self development.
In 1980 David Morley did a study of audience responses when watching the BBC TV show Spotlight. As a result of his research, he decided that audiences tend to fall into three groups based on their interpretation of the text.....
In 1980 David Morley did a study of audience responses when watching the BBC TV show Spotlight. As a result of his research, he decided that audiences tend to fall into three groups based on their interpretation of the text.....
