the social media revolution 2011
DESCRIPTION
The Social Media Revolution 2011 http://www.youtube.com/watch?v=3SuNx0UrnEo. Duke Woodley, Judy Grados , Daniel Munhoz and Ilse Genovese Uses and Gratification Theory Group Project Montgomery College /USG, 2012. - PowerPoint PPT PresentationTRANSCRIPT
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The Social Media Revolution 2011
http://www.youtube.com/watch?v=3SuNx0UrnEo
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DO WE CONSUME MEDIA OR DOES MEDIA CONSUME US?
Duke Woodley, Judy Grados, Daniel Munhoz and Ilse Genovese
Uses and Gratification Theory Group ProjectMontgomery College /USG, 2012
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What do you think?Do we consume media or does media consume us?
LET’S FIND OUT
UGT
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How and why people select certain media to satisfy their needs and interests.
Katz, Blumler, and Gurevitch (1974)
What’s UGT about?
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Some history
Functional theories on communication — 1920s-1940s
Limited Effects Paradigm —1950s-1970s
Uses and Gratification Theory— 1974-todate
http://www.newseum.org/warstories/interviews/mp3/journalists/bio.asp?ID=28
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1.Which mass media do you use?
2.Why?
QUIZ
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McQuail, Blumler, Brown’s four categories of media uses (1972)
Katz. Blumler, Gurevitch’s research on selective attitudes to mass media (1973-4)
Important Research
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PASS TIME COMPANIONSHIP EXCITEMENT ESCAPE ENJOYMENT SOCIAL INTERACTION RELAXATION OBTAINING INFORMATION LEARNING ABOUT SPECIFIC CONTENT
Reasons for media use
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Gratifications obtained via media use
Parasocial interaction
DiversionPersonal
relationshipsPersonal identitySurveillance
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Videogaming NOW and BEFORE
Changing media uses
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1. The audience is active and its media use is goal oriented
Key UGT assumptions
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Key UGT assumptions
2. The initiative of picking a specific medium to satisfy a specific need rests with the audience member
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Key UGT assumptions
3. The media compete with other media sources for need satisfaction
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Key UGT assumptions
4. People have a pretty good idea of what motivates their media use, and can accurately describe this to researchers
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Key UGT assumptions
5. Value judgments of media content can only be assessed by the audience
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The Active Audience
Media consumers can engage in the following types of activity.
UTILITYINTENTIONALITYSELECTIVITYIMPERVIOUSNESS TO
INFLUENCE
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To sum up
Audience-centered theory: Audiences have free will
in choosing media. The power rests with the
media user.
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Your turn to talk about media
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Integration
Communication Tradition: Socio-
Psychological
Communication Context:
Mass/Media
Approach to knowing: Positivistic/Empiri
cal
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Theory critique“… crassly atheoretical, perversely eclectic,ensnared in the pitfalls of functionalism and flirting with the positions at odds with their functionalist origins.” (Blumler 1979)
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Theory critique
Is there an Active Audience? Lack of theoretical coherence Some terminology needs to be better
defined. Reliance on the functional use of
media; the danger is, the media can be reckless.
http://www.youtube.com/watch?v=r4KnawqvugU
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QUESTIONS?
Thank you . You are definitely an audience that will not let media consume you.