COMM 102 Lecture Notes - Lecture 18: Escapism, Instant Messaging
12 Jun 2018
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Uses and Gratifications
Uses and Gratifications Approach
● Indiv differences cause each audience member to seek out DIFF. messages, use them
differently, & respond to them uniquely
● Viewers social/psych makeup is as responsible for media usage as message themselves
● Examines motivations & behaviors of viewers
● Assumes viewers actively choose media content to gratify individual needs
○ EX: GTA vs Guitar Hero? Single-player vs multi-player?
Societal-Level Functions of Mass Media
● Lasswell (1948) -- 3 major functions
(1) Surveys the environment → keeps users informed
(2) Correlation of environmental parts → Helps form more accurate
holistic view
(3) Transmits societal norms & customs to new generations of viewers
● Other mass media functions
(4) Entertainment
(5) Parasocial interaction
(6) Escapism
(7) Anxiety reduction
(8) Play
Models to Explain Uses and Effects
● Transactional Model
○ Combines message characteristics & audience psych orientation
○ Combines direct effects model & individual differences model
● Gratification-Seeking and Audience Activity Model
○ Gratiications souht & attitude o ieer DETERMINE ieer’s attention
○ Effect on viewer depends on DEGREE of involvement & intentions
■ Attention = mediator
● Expectancy-Value Model → How people behave is a FUNCTION of their goals
○ When you hae multiple options presented to you, you’ll pick the one that has the
highest combo of expected success & value
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Indiv differences cause each audience member to seek out diff. messages, use them differently, & respond to them uniquely. Viewers social/psych makeup is as responsible for media usage as message themselves. Assumes viewers actively choose media content to gratify individual needs. Lasswell (1948) -- 3 major functions (1) surveys the environment keeps users informed (2) correlation of environmental parts helps form more accurate holistic view (3) transmits societal norms & customs to new generations of viewers. Other mass media functions (4) entertainment (5) parasocial interaction (6) escapism (7) anxiety reduction (8) play. Combines message characteristics & audience psych orientation. Combines direct effects model & individual differences model. Grati(cid:321)ications sou(cid:322)ht & attitude o(cid:321) (cid:475)ie(cid:476)er determine (cid:475)ie(cid:476)er"s attention. Effect on viewer depends on degree of involvement & intentions. Expectancy-value model how people behave is a function of their goals. When you ha(cid:475)e multiple options presented to you, you"ll pick the one that has the highest combo of expected success & value.
