Samenvatting
Summary ICS Partial Exam 2 (week 7-13)
- Instelling
- Universiteit Van Amsterdam (UvA)
A summary of all the content needed to pass ICS partial exam 2.
[Meer zien]Voorbeeld 3 van de 26 pagina's
Voorbeeld 3 van de 26 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
Voorbeeld van de inhoud
INTRODUCTION TO COMMUNICATION SCIENCEWEEK 7: USES AND GRATIFICATION
The “classic” view: Powerful media
1) Powerful media can reach everyone
2) Defenseless and passive audience
3) Strong (and bad) effects
4) Uniform effects (affects everyone in the audience in the same way)
Examples of powerful reactions to media: War of the worlds (1938)
Instead of asking “What do media do to people?” (the default question), Katz flipped the
question and asked “What do people do with media?”
Elihu Katz → Professor of sociology and communication at the Hebrew University of
Jerusalem. Developed the theory in the late 1950s
The study of how media affect people must take account of the fact that people deliberately use
media for particular purposes. The audience decide which media they want to use and what
effects they want the media to have. Just as people eat to satisfy certain cravings.
Uses & Gratifications Theory Definition
1) The social and psychological origins of needs,
2) Which generate e xpectations of the mass media or other sources,
3) Which lead to differential patterns of media e
xposure (or engagement in other
activities),
4) Resulting in need g ratifications
5) And other c onsequences, perhaps mostly unintended ones.
The social and psychological origins of needs:
● People have needs (e.g. Maslow’s Hierarchy)
, ● Differ from person to person
● Can be influenced by a person’s social environment (family, friends, work etc.) and/ or
temperament/ personality
Expectations:
● Which media activity will fulfill my need best?
● What does a particular medium offer me?
● Links to mood management theory
Mood management: Expectations about which media (content) regulates your current mood
best (affective needs)
People prefer to feel:
● Medium arousal (too little arousal → exciting media, too much arousal/stress →
calming media)
● Positive state
Media exposure
● People actively choose media
● Not everyone chooses the same media (same needs different expectations, same media
different needs)
Need gratifications
● Resulting satisfaction
● What do you get out of media use?
, Consequences
● Gratifications sought versus gratifications obtained
● Desired vs undesired effect
● “What you were seeking from experience" versus "what you actually got from the
experience - whether it was a satisfying experience or not."
● Example: Facebook (instead of connectivity it can create negative social comparison)
Parasocial relationship: A sense of friendship or emotional attachment that develops between
TV viewers and media personalities.
Uses & Gratifications Theory Assumptions
1) People use media for their own particular purposes (active audience)
2) People have needs that they seek to gratify through media use. Much initiative in linking
gratification and media choice lies with the audience member.
3) Media competes with other mediums and activities (sources of satisfaction) for the
consumer’s attention and time.
4) Media affect different people differently
5) People can accurately report their media use and motivation. People have enough
self-awareness of their media use, interests, and motives to be able to provide
researchers with an accurate picture of that use.
A better understanding of the audience provides a better understanding of effects.
Different gratifications = different effects in contrast to “straight-line effect of media”
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper segusogaia. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 76799 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen