lesson 5: uses and gratifications metin ersoy faculty of communication and media studies jour 484...

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LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNİCATİON AND MEDİA STUDİES JOUR 484 Sociology of Journalism

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Page 1: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

LESSON 5: USES AND GRATIFICATIONS

METIN ERSOYFACULTY OF COMMUNİCATİON

AND MEDİA STUDİES

JOUR 484Sociology of Journalism

Page 2: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

How Individual used the mediaWhat People do with mediaU & G looks at the ways individuals use mass

communication to gratify their needs.U & G studies asks some questions like “Who

is using media”, “How much these individuals consume”, “What type of media they use” and “When they are using it”

In contrast with the previous media effects tradition which are focuses on What media do to people

Metin ERSOY - Spring 2009

Page 3: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

ACTIVE AUDIENCES · This model viewed people’s media consumption patterns as intended actions on the part of the viewers.

· It suppose that individuals do make conscious choices about what they see and read in the media.

Metin ERSOY - Spring 2009

Page 4: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Early uses and gratifications research beginning the 1940s concentrated on how audiences used different media.

 Laswell investigate: Why people attend to the media. His research put forward some functions of mass communication

1. Environment 2. Correlation of events in the environment, 3.Transmission of social heritage

Metin ERSOY - Spring 2009

Page 5: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

 Wright added the entertainment function to the list in 1960He proposed four functions of the media for society,

individuals and subgroups.

1. Surveillance

2. Correlation

3. Entertainment

4. Cultural transmission (or socialization)

Metin ERSOY - Spring 2009

Page 6: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Katz, Blumler, and Gurevitch summarily describe the uses and gratifications approach as

1. The social and psychological origins of2. Needs, which generate3. Expectations of4. The mass media or other sources which lead to 5. Differential patterns of media exposure, resulting in 6. Need gratifications and7. Other consequences, perhaps mostly unintended

ones.   

Metin ERSOY - Spring 2009

Page 7: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Katz, Gurevitch and Hass in 1973 “On the Use of the Mass Media for Important Things” it is seen as significant study because of two reason. 

1. It was the first study which compare gratifications across different media

They identified different uses for different media 2. They introduced multidimentional scaling to the approach. They demonstrated that auidiences members differentiated

among five media on the basis of the perceived gratifications obtained

Metin ERSOY - Spring 2009

Page 8: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Palmgreen summarized uses and gratifications research in six main areas in 1984

This study is momentous because it advanced some new concepts to the Uses and Gratification perspectives as gratification sought and obtained or expectancy-value. And this six divisions are still using by researcher.

 

Metin ERSOY - Spring 2009

Page 9: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

1.      gratifications and media consumption2.      social and psychological origins of gratifications3.      gratifications and media effects4.      gratifications sought and obtained5.      expectancy-value approaches to uses and gratifications 6.      audience activity

Metin ERSOY - Spring 2009

Page 10: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

In 1985 Palmgreen, Wenner and Rosengren create generalized assuptions which incorporated many important assumptons on uses and gratifications.

  1. The audience is active, thus2. much media use can be conceived as goal-

directed and3. competing with other sources of need

gratification, so that when  

Metin ERSOY - Spring 2009

Page 11: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

4. substantial audience initiative links needs to media choice

5. media consumption can fulfill a wide range of gratifications although

6. media content alone cannot be used to predict patterns of gratifications accurately because

7. media characteristics structure the degree to which needs may be gratified at different times, and further because

8. gratifications obtained have their origins in media content, exposure in and of itself, and or the social situation in which exposure takes place.

Metin ERSOY - Spring 2009

Page 12: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Active AudienceThe fundamental critics on uses and gratification

paradigm focuses on the notion of active audience of uses and gratification paradigm which suppose that audiences made conscious decisions about the consumption of media content.

 Some argues that media can be forced on some

people rather than freely chosen.  

Metin ERSOY - Spring 2009

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Lesson 5: USES AND GRATIFICATIONS

Another critics on uses and gratifications is it pays too much attention to the individual and ignore both the social context and role of media.

 Levy and Windahl respond to this critics with conceptualize

activity of audience. They use three levels of audience activity

 1.      Audience activity-selectivity2.      Involvement3.      Use

Metin ERSOY - Spring 2009

Page 14: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

In 1973 Katz, Gurevitch and Hass gound 35 needs which are social and psychological functions of the mass media and they put them in five categories.

Cognitive needs – Acquiring information, knowledge and understanding

Affective needs – Emotion, pleasure, feelingsPersonal integrative needs – Credibility, stability,

statusSocial integrative needs – Family and friendsTension release needs – Escape and diversion

Metin ERSOY - Spring 2009

Page 15: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

In 1987 Denis McQuail offers the some typology of common reasons for media use

Information Finding out about relevant events and conditions

in immediate surroundings, society and the worldSeeking advice on practical matters or opinion and

decision choicesSatisfying curiosity and general interestLearning; self-educationGaining a sense of security through knowledge

Metin ERSOY - Spring 2009

Page 16: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Personal IdentityFinding reinforcement for personal values Finding models of behaviorIdentifying with valued other in the mediaGaining insight into one’s self

Integration and Social InteractionGaining insight into circumstances of others; social

empathyIdentifying with others and gaining a sense of

belonging

Metin ERSOY - Spring 2009

Page 17: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

Finding a basis for conversation and social interactionHaving a substitute for real-life companionship Helping to carry out social rolesEnabling one to connect with family, friends and society

EntertainmentEscaping, or being diverted, from problemsRelaxingGetting intrinsic cultural or aesthetic enjoymentFilling timeEmotional releaseSexual arousal

Metin ERSOY - Spring 2009

Page 18: LESSON 5: USES AND GRATIFICATIONS METIN ERSOY FACULTY OF COMMUNICATION AND MEDIA STUDIES JOUR 484 Sociology of Journalism

Lesson 5: USES AND GRATIFICATIONS

DISCUSSION TOPICS FOR THIS WEEK:Sizce hedef kitle aktif mi pasif mi?Medya bir amaç mı, araç mı?

Metin ERSOY - Spring 2009