Uses and Gratifications Approach 主讲教师：王积龙 WHISKEY!TANGO!FOXTROT! 女A0ARDp59
Uses and Gratifications Approach 主讲教师：王积龙
Uses and Gratifics History and Orientation ● Originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message.Stressing the active audience and user instead Psychological orientation taking needs,motives and gratifications of media users as the main point of departure
Uses and Gratifications Approach History and Orientation Originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message. Stressing the active audience and user instead. Psychological orientation taking needs, motives and gratifications of media users as the main point of departure
Uses and Gratifications Approach Core Assumptions and Statements Core:Uses and gratifications theory attempts to explain the uses and functions of the media for individuals,groups,and society in general. There are three objectives in developing uses and gratifications theory: 1)to explain how individuals use mass communication to gratify their needs."What do people do with the media". ● 2)to discover underlying motives for individuals media use. 3)to identify the positive and the negative consequences of individual media use.At the core of uses and gratifications theory lies the assumption that audience members actively seek out the mass media to satisfy individual needs
Uses and Gratifications Approach Core Assumptions and Statements Core: Uses and gratifications theory attempts to explain the uses and functions of the media for individuals, groups, and society in general. There are three objectives in developing uses and gratifications theory: 1) to explain how individuals use mass communication to gratify their needs. “What do people do with the media”. 2) to discover underlying motives for individuals’ media use. 3) to identify the positive and the negative consequences of individual media use. At the core of uses and gratifications theory lies the assumption that audience members actively seek out the mass media to satisfy individual needs
Uses and Gratifications Statement:A medium will be used more when the existing motives to use the medium leads to more satisfaction. (Rosengren 1974] Mamtschmppij en Media-snbod Mfedis- Problem en gerudle Basis- behoeften Motieren Gratificatie Ander C Oploc singen gedrag 1425 Individuele eigenschaop en
Uses and Gratifications Approach Statement: A medium will be used more when the existing motives to use the medium leads to more satisfaction
Uses and Gratifications Figure 1.A Model of Attitude toward the Web e Mad Modt Sotte b fess Prrs Surk U&G Antecedents Altitude toward the Web Consequences Entertainment Web Usage Attitude Informativeness 242 toward the Web Satisfaction Irritation
Uses and Gratifications Approach Figure 1. A Model of Attitude toward the Web