Media Migration and Substitution

Question 1

Continue.? (Media migration)

Answer 1

uses and gratifications approach: people’s choices are based on reasons

Question 2

Gratification niche (Media migration)

Answer 2

relationships among media because of people’s choices

Question 3

central question (Media migration)

Answer 3

Why do people (choose to use) media? MSD: varying degrees of dependency

Question 4

Uses & Gratif. Theory: Selective

Answer 4

Happens among various activities, among media channels, among content categories.

Question 5

Uses & Gratif. Theory: Process

Answer 5

It is a rational choice, based on input-output calculations

Question 6

Uses & Gratif. Theory: Basis for Such a choice

Answer 6

Needs and expectancy values

Question 7

Speed of Adoption of Media

Answer 7

• Different media & platforms started at different times in history
• Speed of adoption varies from device to device
• Higher speed of adoption in present times

Question 8

migration

Answer 8

• the shift or movement of attention and/or consumption from one medium to another (is a behavior)

Question 9

Types of migration

Answer 9

• 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

Question 10

Media migration study results

Answer 10

• 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)

Question 11

Media migration study

Answer 11

• Measured the percentage of people engaging in migration activities
• Measured extent to which they did activities of fandom

Question 12

The 4 Hypotheses

Answer 12

• 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

Question 13

Steps in Adoption of an Innovation (or acceptance)

Answer 13

1) Knowledge
2) Persuasion
3) Decision
4) Confirmation

Question 14

Knowledge (Adoption of an Innovation)

Answer 14

• Awareness
• Understanding
• Abilities
• How-to

Question 15

Persuasion (Adoption of an Innovation)

Answer 15

• Positive evaluation
• Integration into belief/value system

Question 16

Decision (Adoption of an Innovation)

Answer 16

• Compatibility
• Trialability
• Affordability
• Simplicity

Question 17

Confirmation (Adoption of an Innovation)

Answer 17

• Validation
• Post-adoption support

Question 18

Uses & Gratifications Theory

Answer 18

• People seek gratification by using certain types of media
• Media provides 5 functions:
  
  • Surveillance
  • Correlation
  • Continuity (socialization)
  • Entertainment

Question 19

Surveillance (U&G Media Functions)

Answer 19

• Media provides us with news and information.
• Effect: Satsfies the need for knowing within the audience.
• Examples: News on accidents, weather reports

Question 20

Correlation (U&G Media Functions)

Answer 20

• 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

Question 21

Continuity (U&G Media Functions)

Answer 21

(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

Question 22

Entertainment (U&G Media Functions)

Answer 22

• Media provides you with fun.
• SNL, Super Bowl

Question 23

Fluidity as a medium attribute

Answer 23

• Usability
• Interface-ability
• Mobility

Question 24

Technology Cluster (Everett Rodgers)

Answer 24

• “One or more distinguishable elements of technology that are perceived as being closely interrelated.”
• Ex: laptop, kindle, iPad, iPhone, iPod
• Another kind: affordances

Question 25

Gratification Niche Theory- John Dimmick

Answer 25

* 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?

Question 26

Rich media theory

Answer 26

media attributes and * The range of needs that a medium can meet * The effectiveness of the medium in meeting the needs

Question 27

Displacement Hypothesis (Niche theory)

Answer 27

functional equivalence assumed

Question 28

Niche (Gratif. Niche Theory)

Answer 28

* The unique collection of resources * A medium accorded by agents such as consumers * Meets specific sets of needs of consumers or advertisers

Question 29

niche-width (Gratif. Niche Theory)

Answer 29

the range of needs that a medium can meet

Question 30

competitive superiority (Gratif. Niche Theory)

Answer 30

the effectiveness of the medium in meeting the need

Question 31

niche overlap (Gratif. Niche Theory)

Answer 31

the degree to which 2 media meet similar needs in similar ways

Question 32

Dimmick Findings (wont make sense without background info)

Answer 32

* 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

Question 33

Summary of Media Use

Answer 33

* 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)

Question 34

Summary of Migration and Substitution

Answer 34

* Varying among situations and along with media changes. * Blurring boundaries (b/t print & electronic media etc.)

Question 35

Shade Study Design