Chapter 23 The Audience Uses and gratification theory

Question 1

Author Uses and gratification theory

Answer 1

Katz, Blumler and Gurevitch

Question 2

Tradition Uses and gratification theory

Answer 2

Socio-cultural

Question 3

Approach to knowing Uses and gratification theory

Answer 3

Positivist/emperical

Question 4

Overall theory Uses and gratification theory

Answer 4

1. The audience is active and its media use is goal oriented - have a choice
2. The need the medium fulfill is decided by the audience, so not fulfill the same for everyone
3. The media compete with other sources for need satisfaction
4. People have enough self-awareness of their media use, interest and motives to be able to provide researcher with an accurate picture of that use.
5. Only that individual person can judge the media by its individual values. Different for each person

Question 5

With Mass society theory, people were:

Answer 5

victims of mass media

Question 6

need/gratifications - Diversion DPPSS

Answer 6

escape from routines and problems

Question 7

need/gratifications - Personal relationships:

Answer 7

substitute media for companionship

Question 8

need/gratifications - Personal identity

Social intergrative

Answer 8

Way to reinforce individual values( enhance confidence status)

Keeep in touch with friends family e.g.

Question 9

need/gratifications - Surveillance

Answer 9

collecting needed information

Question 10

Fraction of selection (schramm) how media is selected

Answer 10

the expectations of reward divided by the effort required

Question 11

Social situations in which people find themselves can be involved in the generation of media-related needs. (4 reasons)

Answer 11

First: tense events in the world can compel us to seek specific media and content to ease our tense an pressure and seek information – question: which media?

Second: The world and social situations makes us aware of things that interest us and use media to find out more.

third: Media give conformation about the e.g. knowledge you learn as a student. Conform what you know and value.

At last: Social situations demand familiarity with media. E.g. as a student you are the future and you need to have a opinion about what happens in the world and an opinion about how the media cover important things.

Question 12

motivation -Utility UIS

Answer 12

using the media to accomplish specific tasks e.g. find out about traffic.

Question 13

motivation -Intentionality

Answer 13

prior motives determined use of media, e.g. want to be entertained; tune in to comedy.

Question 14

motivation -Selectivity:

Answer 14

use media reflects interests and preferences e.g. like jazz turn on to a jazz channel.

Question 15

Imperviousness to influenceconstruct

Answer 15

own meaning of media content and that meaning influence what they think and do.

Question 16

Activity:

Answer 16

what the media consumer does. Which media the person choose e.g. to watch news.

Question 17

Activeness:

Answer 17

How much freedom the audience really has in the face of mass media. Relative: some are active; some are more passive. Often varies by the time of day and type of content.

Question 18

Critic about being active audience:

Answer 18

Commercials can create a need for a product, which motivates us to buy it. Or buzz from other people which make you want it. But possible the buzz comes from the media. (then we are not strong and motivated by ourselves but by the company and the media after all.)

But maybe people are affected by the society which the media affects. So maybe you are affected by what motivates you by the media without knowing it. = A Critic.

Question 19

Critic - logical consistency

Answer 19

Relies to heavily on the functional use of media, where media sometimes can be reckless (sloppy or inaccurate or people making the media who are not professional)

Question 20

Critic- Utility

Answer 20

It isn’t really explaining anything, need more. Don’t pay attention to unconscious decisions made by individuals

Question 21

Critic - Heurism

Answer 21

spanned several decades (media develop, develop with? ) A framework for media choice more than a defining theory

Question 22

Personal view

Answer 22

missing

Question 23

communication example

Answer 23

When tv program a friday night compete with the same genre of movies or radio program with the best competitions or the most music. Try to adapt to the audience and when a need could occur or try to give them a need for this specific media.