COMM 3440 Lecture Notes - Lecture 2: Intentionality
17 Dec 2019
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Goals of the uses & gratifications (u&g perspective) Explain how media are used by individuals to gratify their needs. Media use is goal directed or motivated. We use media to satisfy needs or desires. Media audience is active (audience activity checks on the content that is being. Individuals can and will report their motivations for media use. (do users introspectively think about their media uses) created) Using media to gain a specific goal. Using media to satisfy emotional needs and/or out of habit. Social infotainment social tv usage tv program commitment network loyalty. Social companionship is not so significant in terms of causing social tv usage. A perceived relationship a media user has with a media persona. Viewers feel they know and understand the person. You watch the same person over and over. You are more involved in the program. Not competing, but complementary, perspectives on mass media. Researchers have worked to integrate work across these areas.
