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USES & GRATIFICATIONS THEORY PRESENTED FOR: DR. MARIAH MUDA PRESENTED BY: NABILA FATIN BT YUSOF 2013366435 NUR NADHIRAH ATIQAH BT MOHD SAFRI 2013921787 PRESENTED DATE: 11 APRIL 2014

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Slide 1

USES & GRATIFICATIONS THEORYPRESENTED FOR:DR. MARIAH MUDA

PRESENTED BY:NABILA FATIN BT YUSOF2013366435NUR NADHIRAH ATIQAH BT MOHD SAFRI2013921787

PRESENTED DATE:11 APRIL 2014

Animated, overlapping color bars(Advanced)

To reproduce the shape effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank.On the Home tab, in the Drawing group, click Shapes, and then under Rectangles, select Rectangle (first option from the left). On the slide, drag to draw the first rectangle.Select the rectangle. Under Drawing Tools, on the Format tab, in the Size group do the following:In the Shape Height box enter 0.86.In the Shape Width box enter 10.5.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box in the left pane, click Fill. In the Fill pane, click Solid fill, and then do the following:Click the button next to Color, and click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 86, Green: 113, Blue: 118.In the Transparency box, enter 40%. Also in the Format Shape dialog box, in the left pane click Line Color, and then in the Line Color pane click No line. Click Close.Right-click the rectangle and click Copy. On the Home tab, in the Clipboard group, click Paste, and then click Use Destination Theme. Select the duplicate rectangle. Under Drawing Tools, on the Format tab, in the Size group do the following:In the Shape Height box enter 0.86. In the Shape Width box enter 4.96.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box, in the left pane, click Fill. In the Fill pane, select Solid fill, and then click the button next to Color and then under Theme Colors select Red, Accent 2, Darker 50% (sixth row, sixth option from the left). In the Transparency box, enter 40%.Press and hold SHIFT and select both rectangles. On the Home tab, in the Drawing group, click Arrange, point to Align, and then click Align to Slide, then do the following:Click Arrange, point to Align, and click Align Center.Click Arrange, point to Align, and click Align Middle.

To create the animation effects for this slide, do the following:(Note: For this animation effect, the first (largest, blue) rectangle remains stationary on the slide.)Select the second rectangle (smaller, red). On the Animations tab, in the Animation group, in the effects gallery, click Lines, then click Effect Options and then click Right.On the slide, drag the motion path end point (red arrow) beyond the right edge of the slide. Drag the motion path starting point (green arrow) beyond the left edge of the slide. On the Animations tab, in the Timing group, in the Duration box, type in 3.55On the Animations tab, in the Advanced Animation group, click Animation Pane.In the Animation Pane, click the arrow at the motion path animation effect, and then click Start With Previous. Click again the arrow next to the motion path animation effect, and click Effect Options. In the Right dialog box, do the following:On the Effect tab, under Settings, select the Auto-Reverse check box.On the Timing tab, in the Repeat box, select Until End of Slide.Click OK.

To add more colors and animated effects to the line, do the following:Right-click the second (small, red) rectangle and click Copy. On the Home tab, in the Clipboard group, click Paste, and then click Use Destination Theme. Move this rectangle so it is not on top of those already created, so it can be more easily worked on. Repeat this step three more times until you have added four more rectangles, for a total of six. Select the third rectangle. (In the Animation Pane, of the five rectangles listed, this should select the second rectangle.) Under Drawing Tools, on the Format tab, in the Size group do the following:In the Shape Height box enter 0.86.In the Shape Width box enter 3.16.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box in the left pane, click Fill. In the Fill pane, click Solid fill, and then do the following:Click the button next to Color, and click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 79, Green: 129, Blue: 189.In the Transparency box, enter 40%. On the Animations tab, in the Timing group, in the Duration box, enter 3.1.In the Animation Pane, click the arrow at the motion path animation effect, and then click Start With Previous. Click again the arrow next to the motion path animation effect, and click Effect Options. In the Right dialog box, do the following:On the Effect tab, under Settings, select Auto-Reverse.On the Timing tab, in the Repeat box, click Until End of Slide.Click OK.On the slide, position the third rectangle on the first (and longest) rectangle lining up the top and bottom edges.

To add color, size and timing to the fourth, animated rectangle, do the following:Select the fourth rectangle. (In the Animation Pane, of the five rectangles listed, this should select the third rectangle.) Under Drawing Tools, on the Format tab, in the Size group do the following:In the Shape Height box enter 0.86.In the Shape Width box enter 1.68.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box in the left pane, click Fill. In the Fill pane, click Solid fill, and then do the following:Click the button next to Color, and then under Theme Colors click Olive Green, Accent 3, Darker 50% (sixth row, seventh option from the left).In the Transparency box, enter 40%. On the Animations tab, in the Timing group, in the Duration box, enter 3.95.In the Animation Pane, click the arrow at the motion path animation effect, and then click Start With Previous. Click again the arrow next to the motion path animation effect, and click Effect Options. In the Right dialog box, do the following:On the Effect tab, under Settings, select Auto-Reverse.On the Timing tab, in the Repeat box, click Until End of Slide.Click OK.On the slide, position the fourth rectangle on the first (and longest) rectangle lining up the top and bottom edges.

To add color, size, and timing to the fifth, animated rectangle, do the following:Select the fifth rectangle. (In the Animation Pane, of the five rectangles listed, this should select the fourth rectangle.) Under Drawing Tools, on the Format tab, in the Size group do the following:In the Shape Height box enter 0.86.In the Shape Width box enter 1.68.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box in the left pane, click Fill. In the Fill pane, click Solid fill, and then do the following:Click the button next to Color, and click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 127, Green: 140, Blue: 60.In the Transparency box, enter 40%. On the Animations tab, in the Timing group, in the Duration box, enter 5.3.In the Animation Pane, click the arrow at the motion path animation effect, and then click Start With Previous. Click again the arrow next to the motion path animation effect, and click Effect Options. In the Right dialog box, do the following:On the Effect tab, under Settings, select Auto-Reverse.On the Timing tab, in the Repeat box, click Until End of Slide.Click OK.On the slide, position the fifth rectangle on the first (and longest) rectangle lining up the top and bottom edges.To add color, size, and timing to the sixth, animated rectangle, do the following:Select the sixth rectangle. (In the Animation Pane, of the five rectangles listed, this should select the fifth rectangle.) Under Drawing Tools, on the Format tab, in the Size group do the following:In the Shape Height box enter 0.86.In the Shape Width box enter .98.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box in the left pane, click Fill. In the Fill pane, click Solid fill, and then do the following:Click the button next to Color, and then under Theme Colors click Olive Green, Accent 3, Darker 25% (fifth row, seventh option from the left).In the Transparency box, enter 40%. On the Animations tab, in the Timing group, in the Duration box, enter 4.2.In the Animation Pane, click the arrow at the motion path animation effect, and then click Start With Previous. Click again the arrow next to the motion path animation effect, and click Effect Options. In the Right dialog box, do the following:On the Effect tab, under Settings, select Auto-Reverse.On the Timing tab, in the Repeat box, click Until End of Slide.Click OK.On the slide, position the sixth rectangle on the first (and longest) rectangle lining up the top and bottom edges.

To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the right pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left). Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Under Gradient stops, customize the gradient stops as follows:Click the left gradient stop slider and then do the following:In the Position box, enter 40%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 50% (second row, second option from the left).Click the right gradient stop slider and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1. (first row, second option from the left).Click Close.

WHAT HAVE YOU DONE TODAY?

CHECKED YOUR FACEBOOK OR TWITTER NOTIFICATION?POSTED A PICTURE AT INSTAGRAM?

WATCHED TV?READ A MAGAZINE?GOING TO MOVIE TONIGHT?LISTENING TO THE RADIO WHILE DRIVING?

SELFIE

What ever it is you have probably come in contact with some form of media

Which brings me to my point

Since the media is everywhere shouldnt there be a theory about it?

IntroductionUSES & GRATIFICATIONS THEORYAnimated open book effect(Difficult)

Tip: You will need to use drawing guides and the ruler to position the objects on this slide.

To display the drawing guides and the ruler, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank.Right-click the slide background area, and then click Grid and Guides. In the Grid and Guides dialog box, under Guide settings, select Display drawing guides on screen. (Note: One horizontal and one vertical guide will display on the slide at 0.00, the default position. The spine of the book will be aligned to the vertical drawing guide.) On the View tab, in the Show/Hide group, select Ruler.

To reproduce the first shape in the Book cover group on this slide, do the following:On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rounded Rectangle (second option from the left). On the slide, drag to draw a rounded rectangle.Select the rounded rectangle. Under Drawing Tools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 4.5.In the Shape Width box, enter 3.33.On the rounded rectangle, drag the yellow diamond adjustment handle to the left to decrease the amount of rounding on the corners.On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear.Click the button next to Direction, and then click Linear Right (first row, fourth option from the left).In the Angle box, enter 0. Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider. Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors, click Red, Accent 2, Darker 50% (sixth row, sixth option from the left). Select the second stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors, click Red, Accent 2, Darker 25% (fifth row, sixth option from the left).Also in the Format Shape dialog box, click Line Color in the left pane. In the Line Color pane, select No line.Also in the Format Shape dialog box, click 3-D Format in the left pane, and then in the 3-D Format pane, do the following:Under Bevel, click the button next to Top, and then under Bevel click Circle (first row, first option from the left). Next to Top, in the Width box, enter 4 pt, and in the Height box, enter 4 pt.Under Surface, click the button next to Material, and then under Standard click Warm Matte (second option from the left).Also under Surface, click the button next to Lighting, and then under Neutral, click Three Point (first row, first option from the left).On the slide, drag the rounded rectangle until the left edge is against the vertical drawing guide.On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide. Click Align Middle.

To reproduce the second shape in the Book cover group on this slide, do the following:On the Home tab, in the Clipboard group, click the arrow under Paste, and then click Duplicate.On the slide, drag the duplicate rectangle until the left edge is against the vertical drawing guide.On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide. Click Align Middle.Under Drawing Tools, on the Format tab, in the Size group, in the Shape Width box, enter 0.73.On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear.Click the button next to Direction, and then click Linear Left (first row, fifth option from the left).In the Angle box, enter 180.Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider. Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors, click Black, Text 1 (first row, second option from the left).In the Transparency box, enter 50%.Select the second stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors, click Black, Text 1 (first row, second option from the left).In the Transparency box, enter 100%. Also in the Format Shape dialog box, click 3-D Format in the left pane. In the 3-D Format pane, under Bevel, click the button next to Top, and then under No Bevel, click None.

To reproduce the third shape (first small rectangle on the book spine) in the Book cover group on this slide, do the following:Select the first, larger rectangle on the slide. On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate.Select the third, duplicate rectangle. Under Drawing tools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 0.08. In the Shape Width box, enter 0.73.On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear.Click the button next to Direction, and then click Linear Diagonal (first row, third option from the left).In the Angle box, enter 135.Also in the Format Shape dialog box, click 3-D Format in the left pane, and then in the 3-D Format pane, do the following:Under Bevel, next to Top, in the Width box, enter 3 pt, and in the Height box, enter 3 pt.Under Surface, click the button next to Lighting, and then under Neutral click Soft (first row, third option from the left).

To reproduce the rest of the shapes (other small rectangles on the book spine) in the Book cover group on this slide, do the following:Select the third, smaller rectangle.On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate. Repeat this process for a total of four thin, rounded rectangles. To position the four thin, rounded rectangles on the book spine, do the following:Drag the first rectangle 1.75 above the horizontal drawing guide, with the left edge touching the vertical drawing guide.Drag the second rectangle 0.75 above the horizontal drawing guide, with the left edge touching the vertical drawing guide.Drag the third rectangle 0.75 below the horizontal drawing guide, with the left edge touching the vertical drawing guide.Drag the fourth rectangle 1.75 below the horizontal drawing guide, with the left edge touching the vertical drawing guide.On the Home tab, in the Editing group, click Select, and then click Select All.On the Home tab, in the Drawing group, click Arrange, and then click Group.On the Home tab, in the Editing group, click Select, and then click Selection Pane. On the Selection and Visibility pane, double-click the group to edit the name, and then enter Book cover.

To reproduce the first shape in the Inside-left pages group on this slide, do the following:On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rounded Rectangle (second option from the left). On the slide, drag to draw a rounded rectangle.Under Drawing Tools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 4.5. In the Shape Width box, enter 3.33.On the rounded rectangle, drag the yellow diamond adjustment handle to the left to decrease the amount of rounding on the corners. On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear.Click the button next to Direction, and then click Linear Left (first row, fifth option from the left).In the Angle box, enter 180. Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider. Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors, click Red, Accent 2, Darker 50% (sixth row, sixth option from the left).Select the second stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors, click Red Accent 2, Darker 25% (fifth row, sixth option from the left).Also in the Format Shape dialog box, click Line Color in the left pane, and then in the Line Color pane, select No line.On the slide, drag the rectangle until the right edge is against the vertical guideline.On the Home, tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide. Click Align Middle.

To reproduce the second shape in the Inside-left pages group on this slide, do the following:On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rectangle (first option from the left). On the slide, drag to draw a rectangle. Under Drawing Tools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 4.33. In the Shape Width box, enter 3.15.On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear.Click the button next to Direction, and then click Linear Left (first row, fifth option from the left).In the Angle box, enter 180. Under Gradient stops, click Add gradient stops or Remove gradient stops until five stops appear in the slider. Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors, click White, Background 1, Darker 35% (fifth row, first option from the left).Select the second stop in the slider, and then do the following: In the Position box, enter 5%.Click the button next to Color, and then under Theme Colors, click White, Background 1 (first row, first option from the left).Select the third stop in the slider, and then do the following: In the Position box, enter 18%.Click the button next to Color, and then under Theme Colors, click White, Background 1, Darker 5% (second row, first option from the left).Select the fourth stop in the slider, and then do the following: In the Position box, enter 38%.Click the button next to Color, and then under Theme Colors, click White, Background 1 (first row, first option from the left).Select the fifth stop in the slider, and then do the following: In the Position box, enter 93%.Click the button next to Color, and then under Theme Color,s click White, Background 1 (first row, first option from the left).Also in the Format Shape dialog box, click Line Color in the left pane, and then in the Line Color pane, select No line.Also in the Format Shape dialog box, click Shadow in the left pane. In the Shadow pane, click the button next to Presets, under Outer click Offset Right (second row, first option from the left), and then do the following:In the Transparency box, enter 60%.In the Size box, enter 100%.In the Blur box, enter 4 pt.In the Angle box, enter 0.In the Distance box, enter 3 pt. On the slide, drag the rectangle until the right edge touches the vertical drawing guide.On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide.Click Align Middle.Press and hold CTRL, and then in the Selection and Visibility task pane, select the rectangle and the rounded rectangle to the left of the vertical drawing guide.On the Home tab, in the Drawing group, click Arrange, and then click Group.In the Selection and Visibility task pane, double-click the new group to edit the name, and then enter Inside-left pages.

To reproduce the first shape in the Inside-right pages with text group, do the following:In the Selection and Visibility task pane, select the Inside-left pages group. On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate.On the Home tab, in the Drawing group, click Arrange, point to Rotate, and then click More Rotation Options. In the Size and Position dialog box, on the Size tab, under Size and rotation, in the Rotation box, enter 180.In the Selection and Visibility task pane, double-click the new group to edit the name, and then enter Inside-right pages.On the slide, drag the rectangle until the left edge is against the vertical drawing guide.On the Home, tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide.Click Align Middle.

To reproduce the text effects in the Inside-right pages with text group, do the following:On the Insert tab, in the Text group, click Text Box, and then on the slide, drag to draw a text box. Enter text in the text box, and then select the text. (Note: To reproduce the example above, enter Introduction.) On the Home tab, in the Font group, do the following:In the Font list, select Vivaldi.In the Font Size list, select 18.On the Home tab, in the Paragraph group, click Center to center the text in the text box.On the slide, drag the text box until the left edge of the text is 1 to the right of the vertical drawing guide and the bottom edge of the text is 0.5 above the horizontal drawing guide.

To reproduce the page edges in the Inside-right pages with text group, do the following:On the Home tab, in the Drawing group, click Shapes, and then under Lines click Line (first option from the left). On the slide, press and hold SHIFT, and then drag to draw a straight, vertical line.Select the line. Under Drawing Tools, on the Format tab, in the Size group, in the Shape Width box, enter 4.32.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Outline, and then under Theme Colors, click White, Background 1, Darker 15% (third row, first option from the left).On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate. Repeat this process for a total of six lines.On the slide, drag the six lines until they are bunched together in a dense group, no wider than 0.5. In the Selection and Visibility task pane, press and hold CTRL, and then select all six straight connectors (lines).On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Point to Align, and then click Align Selected Objects. Point to Align, and then click Distribute Horizontally. Point to Align, and then click Align Middle. Click Group.On the slide, drag the group of lines until the right edge of the group of lines is touching the right edge of the white rectangle to the right of the vertical drawing guide.On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide.Click Align Middle.In the Selection and Visibility task pane, press and hold CTRL, and then select the group of lines, the text box, and the Inside-right pages group.On the Home tab, in the Drawing group, click the arrow under Arrange, and then click Group.In the Selection and Visibility task pane, double-click the new group to edit the name, and then enter Inside-right pages with text.

To reproduce the animation effects on this slide, do the following:In the Selection and Visibility pane, select the Book cover group. On the Home tab, in the Drawing group, click Arrange, and then click Bring to Front.In the Selection and Visibility pane, select the Inside-left pages group. On the Home tab, in the Drawing group, click Arrange, and then click Bring Forward.In the Selection and Visibility pane, select the Book cover group. On the Animations tab, in the Advanced Animation group, click Add Animation, point to Exit, and then click More Exit Effects. In the Add Exit Effect dialog box, under Basic, click Wipe.On the Animations tab, in the Timing group, do the following:In the Start list, select With Previous.In the Duration box, enter 1.00 second.Also on the Animations tab, in the Animation group, click Effect Options, and then click From Right.In the Selection and Visibility pane, select the Inside-left pages group. On the Animations tab, in the Advanced Animation group, lick Add Animation, point to Entrance, and then click More Entrance Effects. In the Add Entrance Effect dialog box, under Basic, click Wipe.On the Animations tab, in the Timing group, do the following:In the Start list, select After Previous.In the Duration box, select 1.00 seconds. Also on the Animations tab, in the Animation group, click Effect Options, and then click From Right.

To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 63%.Click the button next to Color, and then under Theme Colors, click Black, Text 1 (first row, second option from the left).Select the second stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color list, and then under Theme Colors, click Black, Text 1, Lighter 50% (second row, second option from the left).

A systematic and comprehensive articulation of audience members role in the mass communication process.DEFINITION

The uses and gratifications theory focuses on the consumer rather than focusing on the message by asking what people do with media rather than what media does to people. In other words, the audience uses media to meet their needs and to fulfill specific gratifications*.*Gratifications are sources of pleasure or satisfaction.MASS SOCIETY THEORYTHE IDEA THAT AVERAGE PEOPLE ARE THE VICTIMS OF THE POWERFUL FORCES OF MASS MEDIAREPLACEDLIMITED EFFECTSTHE PERSPECTIVE REPLACING MASS SOCIETY THEORY; HOLDS THAT MEDIA EFFECTS ARE LIMITED BY ASPECTS OF THE AUDIENCES PERSONAL AND SOCIAL LIVESLIMITED EFFECTSINDIVIDUAL DIFFERENCES PERSPECTIVESOCIAL CATEGORY MODELA SPECIFIC APPROACH TO THE IDEA OF LIMITED EFFECTS; CONCENTRATES ON THE LIMITS POSED BY PERSONAL CHARACTERISTICA SPESIFIC APPROACH TO IDEA OF LIMITED EFFECTS; CONCENTRATES ON THE LIMITS POSED BY GROUP MEMBERSHIPASSUMPTIONS OF USER AND GRATIFICATION THEORYTHE AUDIENCE IS ACTIVE AND ITS MEDIA USE IS GOAL ORIENTEDTHE INITIATIVE IN LINKING NEED GRATIFICATION TO A SPESIFIC MEDIUM CHOICE RESTS WITH THE AUDIENCE MEMBERTHE MEDIA COMPETE WITH OTHER SOURCES FOR NEED SATISFACTIONPEOPLE HAVE ENOUGH SELF AWARENESS OF THEIR MEDIA USE, INTEREST, AND MOTIVATES TO BE ABLE TO PROVIDES RESEARCHERS WITH AN ACCURATE PICTURE OF THAT USEVALUE JUDGEMENTS OF MEDIA CONTENT CAN OPNLY BE ASSESSED BY THE AUDIENCEWAYS OF CLASSIFYING AUDIENCE NEEDS AND GRATIFICATIONDIVERSIONA CATEGORY OF GRATIFICATIONS COMING FROM MEDIA USE; INVOLVES ESCAPING FROM ROUTINES AND PROBLEMSPERSONAL RELATIONSHIPSA CATEGORY OF GRATIFICATIONS COMING FROM MEDIA USE; INVOLVES SUBSTITUTING MEDIA FOR COMPANIONSHIPPERSONAL IDENTITYA CATEGORY OF GRATIFICATIONS COMING FROM MEDIA USE; INVOLVES WAYS TO REINFORCE INDIVIDUAL VALUESSURVEILLANCEA CATEGORY OF GRATIFICATIONS COMING FROM MEDIA USE; INVOLVES COLLECTING NEEDED INFORMATIONMcQUAIL ET AL (1972)FISRT ASSUMPTION

FISRT ASSUMPTIONREASON ASSUMPTIONS OF UGT GAIN ACCEPTANCELIMITED EFFECT RESEARCHERS BEGAN TO RUN OUT OF THINGS TO STUDYLIMITED EFFECTS PERSPECTIVE FAILED TO EXPLAIN WHY ADVERTISERS SPEND BILLION OF DOLLARS A YEAR TO PLACE THEIR ADS IN MEDIA AND WHY PEOPLE SPEND SO MUCH CONSUMING MEDIASOME OBSERVES SPECULATE THAT PEOPLE OFTEN DECIDE WHETHER SPESIFIC MEDIA EFFECTS ARE DESIRABLE AND INTENTIONALLY SET TO ACHIEVE THOSE EFFECTS.POSITIVES USES OF MEDIA WERE LEFT EXAMINEDSTAGES OF USES AND GRATIFICATIONS RESEARCH1.ACKNOWLEDGING THAT PEOPLE CAN DO ACTIVELY PARTICIPATE IN THE MASS COMMUNICATION PROCESS

WILBUR SCHRAMFRACTION OF SELECTIONEXPECTATION OF REWARDEFFORT REQUIRED2.REPRESENTING ALL REASONS PEOPLE HAD OF MEDIA USE

3. LINKIN SPESIFIC REASONS FOR MEDIA USE WITH VARIABLES SUCH AS NEEDS, GOALS, BENEFITS, CONSEQUENCES OF MEDIA USE & INDIVIDUAL FACTORS

PARASOCIAL INTERACTIONTHE RELATIONSHIP WE FEEL WE HAVE WITH PEOPLE WE KNOW ONLY THROUGH THE MEDIASTAGE 2. USES AND GRATIFICATION TYPOLOGIESRESEARCHERREASON FOR MEDIA USERUBIN (1981)PASSING TIMECOMPANIONSHIPEXCITEMENTESCAPEENJOTMENTSOCIAL INTERACTIONRELAXATIONOBTAINING INFORMATIONLEARNING ABOUT SPESIFIC CONTENTMcQUAIL ET AL.(1972)DIVERSIONPERSONAL REALTIONSHIPSPERSONAL IDENTITYSURVEILANCEKATZ ET AL. (1973)CONNECTION WITH OTHERS SEPARATION FROM OTHERS1st : social situations can produce tensions and conflicts, leading to pressure for their easement through the consumption of media

2nd : social institutions can create awareness of problems that demand attention, information about which may be sought in the media

3rd : social institutions can improverish real-life opportunities to satisfy certain needs, and the media can serve as substitutes/supplements

4th : social situations often elicit specific values, their affirmation and reinforcement can be facilitated by the consumption of related media materials

5th : social situations demand familiarity with media, these demands must be met to sustain membership in specific groupFive ways social situations lead people get involved in the generation of media-related needsUtility-Using the media to accompish specific tasks

Intentionality-A cognitive behaviour that occurs when people's prior motives determine use of media

Selectivity-Audience members' use of media reflects their existing interests

Imperviousness to influence-Refers to audience members constructing their own meaning from media content

Audience activities in which media consumers could engage UGT also distinguishes between activity and activeness to understand better degrees of audience activity

Activity : refer to what the media consumer does

Activeness : refer to how much the freedom the audience really has in the face of mass media

Activeness is relative and individually variable

Our level of activeness often varies by time of day and type of content

Activeness of audienceAnimated picture circles in and shrinks with title(Intermediate)

To reproduce the picture effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank.On the Insert tab, in the Images group, click Picture. In the Insert Picture dialog box, select a picture, and then click Insert.On the slide, select the picture. Under Picture Tools, on the Format tab, in the Size group, click the arrow under Crop, point to Crop to Shape, and then under Basic Shapes click Oval (first row, first option from the left).Select the picture-filled oval. Under Picture Tools, on the Format tab, in the Size group, click the Size and Position dialog box launcher. In the Format Picture dialog box, resize or crop the image so that the height is set to 6 and the width is set to 6. To crop the picture, click Crop in the left pane, and in the right pane, under Crop position, enter values into the Height, Width, Left, and Top boxes. To resize the picture, click Size in the left pane, and in the right pane, under Size and rotate, enter values into the Height and Width boxes.Select the picture-filled oval. On the Home tab, in the Drawing group, click Arrange, and then do the following:Point to Align, and then click Align to Slide.Point to Align, and then click Align Center.Point to Align, and then click Align Middle.Also in the Format Picture dialog box, click Glow and Soft Edges in the left pane, and then, in the Glow and Soft Edges pane, do the following:Click the button next to Presets, and then click Blue, 18 pt glow, Accent color 1, (fourth row, first option from the left).Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Also in the Format Picture dialog box, click Shadow in the left pane, and then, in the Shadow pane, do the following:Click the button next to Presets, and then, under Inner, click Inside Diagonal Bottom Left (third row, first option from the left), In the Transparency box, enter 50%.In the Blur box, enter 8 pt.In the Angle box, enter 135.In the Distance box, enter 8 pt.On the Insert tab, in the Text group, click Text Box. On the slide, drag to draw a text box.Enter text, and then select the text. On the Home tab, in the Font group, do the following:In the Font list, select Candara.In the Font Size box, enter 30.Click the arrow next to Font Color, and then click Black, Text 1, Lighter 25% (fourth row, second option from the left).On the Home tab, in the Paragraph group, click Align Text Left.Under Drawing Tools, in the Format tab, in the Size group, and enter 3.77 into the Width box.On the slide, select the text box. Under Drawing Tools, on the Format tab, in the WordArt Styles group, click Text Effects, point to Reflection, and then under Reflection Variations click Tight Reflection, touching (first row, first option from the left).Drag the text box onto the right half of the slide.With the text box still selected, on the Home tab, in the Drawing group, click Arrange, and then do the following:Point to Align, and then click Align to Slide.Point to Align, and then click Align Right.Point to Align, and then click Align Middle.Click Send to Back.

To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Entrance click Wheel.On the Animations tab, in the Timing group, in the Start list, select With Previous.On the Animations tab, in the Timing group, in the Duration box, enter 2. On the Animations tab, in the Animation group, click Effect Options, and then click One Spoke.On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Entrance click Zoom.On the Animations tab, in the Timing group, in the Start list, select With Previous.On the Animations tab, in the Timing group, in the Duration box, enter 2. On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Emphasis click Grow/Shrink.On the Animations tab, in the Animation group, click the Show Additional Effect Options dialog box launcher. In the Grow/Shrink dialog box, do the following:On the Effect tab, under Settings, do the following:In the Size list, in the Custom box, enter 95%, and then press ENTER.Enter 0.15 in the Smooth Start box.Enter 0.15 in the Smooth End box.Select Auto-reverse.On the Timing tab, do the following: In the Start list, select After Previous. In the Speed box, enter 0.3 seconds. On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Emphasis click Grow/Shrink.On the Animations tab, in the Timing group, in the Start list, select After Previous.On the Animations tab, in the Timing group, in the Duration box, enter 2. On the Animations tab, in the Animation group, click Effect Options, and then click Smaller.On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Motion Paths click Lines.On the Animations tab, in the Timing group, in the Start list, select With Previous.On the Animations tab, in the Timing group, in the Duration box, enter 2. On the Animations tab, in the Animation group, click Effect Options, and then click Left.On the slide, select the text box. On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Entrance click Fade.On the Animations tab, in the Timing group, in the Start list, select With Previous.On the Animations tab, in the Timing group, in the Duration box, enter 1. On the Animations tab, in the Timing group, in the Delay box, enter 1.5.On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Motion Paths click Lines.On the Animations tab, in the Timing group, in the Start list, select With Previous.On the Animations tab, in the Timing group, in the Duration box, enter 1. On the Animations tab, in the Animation group, click Effect Options, and then click Left.On the Animations tab, in the Animation group, click Effect Options, and then click Reverse Path Direction.

To reproduce the rectangle on this slide, do the following: On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rectangle (first option from the left). On the slide, drag to draw a rectangle.Select the rectangle. Under Drawing Tools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 1.54. In the Shape Width box, enter 10.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Outline, and then click No Outline.Under Drawing Tools, on the Format tab, in the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear.In the Angle box, enter 0.Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop in the slider, and then do the following: In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 88%. Select the next stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 43%. On the Home tab, in the Drawing group, click Arrange, and then do the following:Point to Align, and then click Align to Slide. Point to Align, and then click Align Middle.Point to Align, and then click Align Center.Click Send to Back.

To reproduce the background effects on this slide, do the following:On the Design tab, in the Background group, click Background Styles, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left). Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop in the slider, and then do the following: In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select the next stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 50% (second row, second option from the left).Researcher believe UGT able to explain the ways people use the Internet, SMS, as well cell phone technology and other media

Marshall McLuhan noted that new media merely provide new bottles for old wine

Some research (Anderson, 2011; Zeng 2011) suggest that while basic logic of UGT holds in studies of a variety of media, the exact list of gratifications will change based on the specific medium.

Robert LaRose & Matthew Eastin (2004) suggest UGT can explain Internet use, but the theory can also be enhanced by addition of new variables such as expected activity outcomes and social outcomes

Few studies have examined how new media satisfy users' gratifications compared to traditional media (Ha & Fang, 2012; Min & Kim 2012).

Uses and Gratifications and the Internet, Social Media and Cell PhonesAudience are active in choosing a particular media to satisy specific needs

This theory views the media as having a limited effect because users are able to exercise choice and control

The UGT theory give a clear picture on why selected medium been chosen and what are the people gratifications that lead to each of the selection

The outcome of whether it is positive and negative from the usage of media are depend on the audience itself.

The uses and gratifications theory looks at what people with MEDIA

ConclusionQ & A SessionReflected text and animated spotlight(Intermediate)

To reproduce the text effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank.On the Insert tab, in the Text group, click Text Box, and then on the slide, drag to draw the text box. Enter text in the text box and select the text. On the Home tab, in the Font group, do the following:In the Font list, select Arial Black.In the Font Size box, enter 50.Click Bold. On the Home tab, in the Paragraph group, click Center to center the text in the text box.Select the text box. Under Drawing Tools, on the Format tab, in bottom right corner of the WordArt Styles, click the Format Text Effects dialog box launcher. In the Format Text Effects dialog box, click Text Fill in the left pane, select Gradient fill in the Text Fill pane, and then do the following: In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 35% (third row, second option from the left).Select the last stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left).Also in the Format Text Effects dialog box, click 3-D Format in the left pane, and then do the following in the 3-D Format pane:Under Bevel, click the button next to Top, and then under Bevel click Circle (first row, first option from the left). Next to Top, in the Width box, enter 10 pt, and in the Height box, enter 2.5 pt.Under Depth, click the button next to Color, and then select Automatic. Under Contour, click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 68, Green: 113, Blue: 166. In the Size box, enter 0.5 pt.Under Surface, click the button next to Material, and then under Standard click Metal (fourth option from the left). Click the button next to Lighting, and then under Neutral click Contrasting (second row, second option from the left). In the Angle box, enter 75. Under Drawing Tools, on the Format tab, in the WordArt Styles group, click Text Effects, point to Reflection, and then under Reflection Variations click Half Reflection, touching (first row, second option from the left).Drag the text box above the middle of the slide.On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following:Click Align to Slide.Click Align Center.

To reproduce the shape effects on this slide, do the following:On the Insert tab, in the Illustrations group, click Shapes, and then under Basic Shapes click Oval (first row, second option from the left). On the slide, drag to draw an oval.Select the oval. Under Drawing Tools, on the Format tab, in the Size group, do the following:In the Height box, enter 1.1. In the Width box, enter 2.31.With the oval still selected, on the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until three stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 21%.Select the next stop in the slider, and then do the following: In the Position box, enter 51%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 73%.Select the last stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, first option from the left).In the Transparency box, enter 100%.Under the Drawing Tools, on the Format tab, in the Shapes Styles group, do the following:Click the arrow next to Shape Outline, and then click No Outline.Click Shape Effects, point to Soft Edges, and then click 25 Point.On the slide, drag the oval until it is centered on the first letter in the text box.

To reproduce the animation effects on this slide, do the following:On the slide, select the oval. On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Fade click Entrance.Also on the Animations tab, in the Timing group, do the following:In the Start list, select With Previous.In the Duration box, enter 1.00.Also on the Animations tab, in the Advanced Animation group, click Add Animation, and then under Exit, click Fade.Also on the Animations tab, in the Timing group, do the following:In the Start list, select With Previous.In the Delay box, enter 4.00.In the Duration box, enter 1.00.Also on the Animations tab, in the Advanced Animation group, click Add Animation, and then under Entrance click Fade.Also on the Animations tab, in the Timing group, do the following:In the Start list, select With Previous.In the Delay box, enter 5.00.In the Duration box, enter 1.00.Also on the Animations tab, in the Advanced Animation group, click Add Animation, and then under Exit click Fade.Also on the Animations tab, in the Timing group, do the following:In the Start list, select With Previous.In the Delay box, enter 7.00.In the Duration box, enter 1.00.Also on the Animations tab, in the Advanced Animation group, click Add Animation, and then click More Motion Paths. In the Add Motion Path dialog box, under Lines & Curves, click Right.Also on the Animations tab, in the Animation group, click the Effect Options dialog box launcher. In the Right dialog box, do the following:On the Effect tab, under Settings, select Auto-reverse.On the Timing tab, do the following:In the Start list, select With Previous.In the Delay box, enter 0.In the Duration list, select 2 seconds (Medium).In the Repeat list, select 2.On the slide, select the motion path. Point to the endpoint (red arrow) of the motion path until the cursor becomes a two-headed arrow, press and hold SHIFT, and then drag the endpoint to the center of the last letter in the text box.

To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1, Darker 5% (second row, first option from the left).Select the last stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 35% (third row, second option from the left).

THE END