Week 4 (MAM) Flashcards
How does the media influence the audience?
- Powerful media
- Powerful audience
- Powerful content
- The medium is the message
What is the Active Audience Approach?
- Active and powerful media usage, be critical on the published messages
- Focus on audience instead of sender
- Less focus on the content
- Media usage for satisfaction of needs
- Communication context of receiver
Uses & Gratifications Theory?
The social and psychological origins of needs, which generate expectations of the mass media or other sources which lead to differential patterns of media exposure, resulting in need gratification and other consequences, perhaps mostly unintended ones.
What are the Characteristics of the Uses & Gratifications Theory?
- Active audience
- Purposeful media usage, functionalities
- Media compete with other sources for gratification
- Needs and media choices are interrelated
- Multiple needs can be satisfied with media usage
- Based on media content, pattern of needs can’t be estimated
- Media content structures the possibilities for satisfaction of needs
- Obtained gratification based on media content, media exposure
- No judgement on mass media’s added value, to culture or its power for gratification of needs
What are the unintentional consequences of the Uses and Gratifications theory?
Effects from message that are not wanted/needed. Not taken into consideration when publishing.
What are the functionalities of media?
- Opinion forming
- Entertainment
- Pastime/escapism
- Information
- Education
What needs are gratified by the media?
- Cognitive (knowledge)
- Affective (emotions)
- Personal integrative (credibility)
- Social integrative (connections with friend, family)
- Tension integrative (escape, diversion)
Why do people watch Soap Series?
- Part of domestic routine
- Social and personal interaction
- A way of choosing to be alone, or enduring enforced loneliness
- Identification with characters
- Escapist fantasy
- Focus of debate on topical issues
- A critical game with knowledge of the rules and conventions
What can we Criticize from the Uses and Gratifications theory?
- Lack of fundamental categorized of needs and gratification
- Is it a counterpart of powerful media theories, or just an extension of Klappers’s relativizing factors
- Terms of confusion (needs, drives, motives, gratifications)
- Satisfaction obtained can be an intermediary factor
- Not all human behavior can be explained by motives and needs, (ir)rational
What is Circular Reasoning?
The evidence used to support a claim is a repetition of the actual statement/claim.
Exp = The president of the USA is a good leader, because he is the leader of this country.
What is Begging the question?
Questioning whether the statement is really true.
Exp = Snakes make great pets, that’s why we should get a snake. It begs the question “are snakes actually good pets”
What is the rule of three?
Great statements always have 3 supporting lines, words, etc. 2 is not enough, 4 is too much
