Media Migration and Substitution Flashcards
Continue.? (Media migration)
uses and gratifications approach: people’s choices are based on reasons
Gratification niche (Media migration)
relationships among media because of people’s choices
central question (Media migration)
Why do people (choose to use) media? MSD: varying degrees of dependency
Uses & Gratif. Theory: Selective
Happens among various activities, among media channels, among content categories.
Uses & Gratif. Theory: Process
It is a rational choice, based on input-output calculations
Uses & Gratif. Theory: Basis for Such a choice
Needs and expectancy values
Speed of Adoption of Media
- Different media & platforms started at different times in history
- Speed of adoption varies from device to device
- Higher speed of adoption in present times
migration
- the shift or movement of attention and/or consumption from one medium to another (is a behavior)
Types of migration
- Channel surfing
- Switching between devices/platforms
- Shifting between forms or genres (of content)
- Changing from one provider to another
- Migration is.. a behavioral indicator of media enjoyment and varying media affordance
Media migration study results
- Migration motivation: content-congruent exposure, others are: entertainment, escape, and enlightenment
- Psychological condition: loneliness
- Responses while viewing fandom: thrilling and inspiring effect
- Negative responses: narrative engagement (negatively related)
Media migration study
- Measured the percentage of people engaging in migration activities
- Measured extent to which they did activities of fandom
The 4 Hypotheses
- H1: Given the Internet’s fluidity, viewers will migrate to media platforms that are primarily Internet-based
- Infrastructure and technology efficacy
- H2: Content- based info seeking will motivate media migration
- Cognitive functions
- H3: Loneliness will be positively associated with migration activities.
- Social functions
- H4: Serialized TV content will be positively related to media migration activities.
- Connection to fandom and culture
Steps in Adoption of an Innovation (or acceptance)
1) Knowledge
2) Persuasion
3) Decision
4) Confirmation
Knowledge (Adoption of an Innovation)
- Awareness
- Understanding
- Abilities
- How-to
Persuasion (Adoption of an Innovation)
- Positive evaluation
- Integration into belief/value system
Decision (Adoption of an Innovation)
- Compatibility
- Trialability
- Affordability
- Simplicity
Confirmation (Adoption of an Innovation)
- Validation
- Post-adoption support
Uses & Gratifications Theory
- People seek gratification by using certain types of media
- Media provides 5 functions:
- Surveillance
- Correlation
- Continuity (socialization)
- Entertainment
Surveillance (U&G Media Functions)
- Media provides us with news and information.
- Effect: Satsfies the need for knowing within the audience.
- Examples: News on accidents, weather reports
Correlation (U&G Media Functions)
- Media helps you identify yourself.
- Media fosters national identity.
- Effect: You fulfill the need to identify yourself and connect with others.
- Ex: State of the Union Speech, Super Bowl
Continuity (U&G Media Functions)
(Also called socialization)
- Media teaches us social norms.
- Effect: Media tells you what is socially acceptable behavior.
- Media turns physical beings into social beings.
- Ex: Sesame street, Twilight
Entertainment (U&G Media Functions)
- Media provides you with fun.
- SNL, Super Bowl
Fluidity as a medium attribute
- Usability
- Interface-ability
- Mobility
Technology Cluster (Everett Rodgers)
- “One or more distinguishable elements of technology that are perceived as being closely interrelated.”
- Ex: laptop, kindle, iPad, iPhone, iPod
- Another kind: affordances
Gratification Niche Theory- John Dimmick
- John Dimmick: employed the U & G logic to ask a reversed question
- What would be the fate of a medium if people make gratification-based decisions?
- Ex: What is the relationship between the uses of email and telephone?
Rich media theory
media attributes and
- The range of needs that a medium can meet
- The effectiveness of the medium in meeting the needs
Displacement Hypothesis (Niche theory)
functional equivalence assumed
Niche (Gratif. Niche Theory)
- The unique collection of resources
- A medium accorded by agents such as consumers
- Meets specific sets of needs of consumers or advertisers
niche-width (Gratif. Niche Theory)
the range of needs that a medium can meet
competitive superiority (Gratif. Niche Theory)
the effectiveness of the medium in meeting the need
niche overlap (Gratif. Niche Theory)
the degree to which 2 media meet similar needs in similar ways
Dimmick Findings (wont make sense without background info)
- Survey
- Findings:
- Some placement
- Moderate gratification
- Uniqueness of each
- telephone: Better at maintaining effect-based relatinships,
- email: better for overcomin time zone differences and difficult topics
Summary of Media Use
- Active and selective
- Predicted by both affordances (media attributes adn people’s perceptions of what those attributes would do for them) and needs (gratifications sought)
Summary of Migration and Substitution
- Varying among situations and along with media changes.
- Blurring boundaries (b/t print & electronic media etc.)
Shade Study Design
