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UNIT 7. 4 ways how people use the mass media. HOW PEOPLE USE THE MASS MEDIA. 4 ways how people use the mass media: Cognition Diversion Social utility Withdrawal. 1. COGNITION.

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unit 7

UNIT 7

4 ways how people use the mass media

how people use the mass media
HOW PEOPLE USE THE MASS MEDIA

4 ways how people use the mass media:

  • Cognition
  • Diversion
  • Social utility
  • Withdrawal
1 cognition
1. COGNITION
  • Cognition is the act of coming to know something. When a person uses a massmedium to obtain information about something, then he or she is using the medium in acognitive way. Clearly, the individual's cognitive use of a medium is directly parallel tothe surveillance function at the macroanalytical level.
cognition
COGNITION
  • At the individual level, researchershave noted that two different types of cognitive functions are performed:
    • One using the media to keep upwith information on currentevents, while the other using the media to learnabout things in general or thingsthat relate to a person's generalcuriosity.
cognition1
COGNITION
  • Reasons people use media to keep up with current events:
    • I want to keep up with what the government is doing.
    • I want to understand what is going on in the world.
    • I want to know what political leaders are doing.
  • Reasons of using media to learnabout things in general or relate to a person's generalcuriosity:
    • I want to learn how to do things I've never done before
    • I want to satisfy my curiosity
    • The media make me want to learn more about things
    • The media give me ideas.
2 diversion
2. DIVERSION
  • 3 types of diversion:
    • Stimulation/Seeking relief from boredom or the routine activities of everyday life
    • Relaxation/escape from the pressures and problems of day-to-day existance
    • Emotional release
diversion
DIVERSION
  • 3 types of diversion (cont…)
  • Stimulation
    • Many people state that they watch, read or listen simply to pass the time.
    • The media have taken advantage of

this need to avoid boredom in many

creative ways:

      • Some airlines provide audio and video

entertainment during long flights.

      • Advertisers are now found on walls

and the backs of stall doors in rest rooms.

diversion1
DIVERSION

3 types of diversion (cont…)

  • Relaxation
    • Watching American Idol or reading People magazine represents a pleasant diversion from the frustrations of everyday life.
  • Emotional release
    • This form is the most complex.
    • The use of the media for emotional release is fairly obvious. People goes to theaters to watch Scream, The Ring, etc and screamed their lungs out.
    • Tearjerkers also drawn crowds. Titanic, and Pearl Harbour, for example, have prompted thousands, perhaps millions, to cry their eyes out.
diversion2
DIVERSION
  • Why do audiences cheer when Liverpool wins?
  • Probably because people enjoy a certain amount of emotional release. People feel better after a good scream or good cry.
3 social utility
3. SOCIAL UTILITY

Types of social utility:

  • Conversational currency
    • The media provide a common ground for social conversations, and many people use things that they have read, seen or heard as topics for discussion when talking with others.
    • Have you ever talked with a friend about a TV program?
    • Have you ever discussed a current movie or the latest record you heard on the radio?
  • Overcome loneliness
4 withdrawal
4. WITHDRAWAL
  • At times, people use the mass media to create a barrier between themselves and other people or activities. The media help people avoid certain chores that should be done.
  • In this case, attending to mass media content was defined as a socially appropriate behaviour that should not be interrupted.

It’s your turn to clean the house

I can’t. I want to finish watching this program. You do it.

withdrawal
WITHDRAWAL
  • People use the media to create a buffer zone between themselves and other people.
discussion
DISCUSSION
  • Why do you watch TV?
  • Why do you go to movies?
  • Can you find any more current examples of linkage, media dysfunction, interpretation, etc.?
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