1. 1 Chapter 8 Uses and Gratifications

2. 2 Uses and Gratifications Approach Assumes that differences among audience members cause each person to: –Seek out different messages –Use those messages differently –Respond to them differently

3. 3 Societal-level Functions of the Mass Media 3 major functions media serves in society: 1.Surveys the environment 2.Correlation of environmental parts 3.Transmits social norms and customs Others functions include: –Entertainment, parasocial interaction, escapism, and anxiety reduction.

4. 4 Models to Explain Uses and Effects The transactional model The gratification seeking and audience activity model The expectancy-value model The uses and dependency model

5. 5 Transactional Model Two factors combine to produce an effect: –Characteristics of the message –Psychological orientation of the audience

6. 6 Gratification-Seeking and Audience Activity Model Different factors bear on the uses and effects model: –Particular kinds of gratifications sought by the viewer –The viewer’s attitude and involvement with the message –Behavioral intentions of the viewer

7. 7 Expectancy-Value Model Examines the use of the media: –Gratifications sought and obtained –Outcomes that are expected Explains person’s behavior, intentions, and attitudes as a function of: –Expectancy –Evaluation

8. 8 Uses and Dependency Model Dependency is the result of two factors: –Viewer’s motives for obtaining gratifications –The availability of viewing alternatives Proposes that certain elements in the media system cause people to use and depend upon the media

9. 9 Assumptions of Uses and Gratifications Viewers are active participants. Media is used for gratifications. Social and psychological factors mediate people’s communication behavior. Viewers must pay attention to be influenced or affected by the media.

10. 10 Uses and Gratifications Research: A Brief History 1940s –Series of studies to identify people’s motives for listening to certain radio programs 1970s –Researchers began to categorize the various motives for media use. –Others developed their own typology for gratifications. –Rosengren and Windahl suggest that media uses and effects should be linked.

11. 11 Recent Research Links identified between viewing and attitudes and behaviors towards the media Comparison of motives for using media and viewing particular content Identification of social and psychological characteristics that influence the use of media

12. 12 Other Research How different backgrounds, motives, and levels of exposure have affected outcomes Characteristics and motives of particular media users Gratifications from media use Personality traits that predict media use

13. 13 Criticisms of Uses and Gratifications Too individualistic Synthesized research findings Lack of clarity among key concepts Differences in the meaning of key concepts The active audience and use of self- reporting