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Uses and Gratifications

Uses and Gratifications. Elihu Katz. Use of Media. The affect of media on people may depend on their purposes for using such media. People use media for different reasons. Uniform-effects model (aka hypodermic needle or silver bullet models).

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Uses and Gratifications

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  1. Uses and Gratifications Elihu Katz

  2. Use of Media • The affect of media on people may depend on their purposes for using such media. • People use media for different reasons. • Uniform-effects model (aka hypodermic needle or silver bullet models). • Everyone in an audience is affected by/interprets a message in the same way. • Straight-line effect of media. • Affect on behavior is predicted by media content and not backgrounds of individuals who view it.

  3. Can People Accurately Report their Media Use & Motivation? • Data is collected by asking questions and recording answers. • Can people accurately report their reasons for using media? • Motivation

  4. Typology of Uses & Gratifications • Passing time doctor’s office visit. • Companionship friends watching football. • Escape procrastinating a project. • Enjoyment entertaining program. • Social interaction talking around the water cooler. • Relaxation winding down after work. • Information news and weather. • Excitement conflict and violence. • Habit • Parasocial relationship – a sense of friendship or emotional attachment to a media personality.

  5. Critique • Criticism: Mainly descriptive rather than a predictive and explanative theory. • Criticism: If people can’t accurately report their reasons for using media, then the theory isn’t testable. • Future studies should focus on more testable predictions. • Benefit: May increase reflective thought on your own media use. • Possibly leading to choices that are more satisfying in the long run.

  6. References • Winslow, Luke (2010). “Comforting the Comfortable: Extreme Makeover Home Edition’s Idealogical Conquest,” Critical Studies in Media Communication, v27, p. 269).

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