CMN 1160 Lecture Notes - Lecture 8: Wilbur Schramm

• School: University of Ottawa
• Department: Communication
• Course: CMN 1160
• Professor: Aliaa Dakroury

Document Summary

* contradicting the historical assumptions that media audiences are. * gratification is a psychological term found by media researchers that listeners of radio programming would gratify their need by tuning to particular type of programming. * researchers found that there are 35 listed needs based on the psychological functions of mass media, split into 5 categories. 1: affective needs (emotional, personal needs (confidence, credibility, and status, social needs (increase contacts with family and friends, tension-release needs (escape and diversion) In 1961, wilbur schramm published a book summarizing a large-scale study on children and their uses of television and the influence on their lives. The results provided show strong evidence that the audience is active in terms of their uses of media. Children selected and watched television programming in order to satisfy their needs: entertainment: all human beings enjoy entertainment. 2. children enjoy seeing the adventures of exciting and attractive people on television.