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Lecture 46

JOUR 601 Lecture Notes - Lecture 46: Technology Acceptance Model


Department
Journalism
Course Code
JOUR 601
Professor
Robin Blom
Lecture
46

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Uses and Gratification in Diffusion
What are the reasons for innovation adoption and dissemination of information about
technologies and other areas
The “what” of diffusion is MACRO, while the “why” of diffusion is MICRO.
Uses and gratifications as well as technology acceptance model is closely related.
Diffusion of information is more of a framework, there is no specific hypothesis. The studies
using diffusion as a framework have their own individual hypotheses. This is why it is more of a
MACRO view.
The “why” questions are usually entered on a micro level.
How is each individual persuaded by accepting a certain message? or… moving the message
forward?
Uses and Gratifications:
- Discovers motives for audiences for media for adopting media or messages
- Discovers selection patterns for media
It basically deals with the who accesses what type of media content
Then it asks why, when, and where?
Active audience: user gratification automatically assumes you have an active audience. People
are deliberately and discriminating in making choices when accessing media
We get bombarded by all kinds of information, not just from TV but also ads, mail, etc. Most of
these we don’t seek out and aren’t tuned into every communicative message, but it is there
and affecting us in some way
User gratification research is usually summarized by these 7 steps:
1. The social and psychological origins of
2. Needs, which generate
3. Expectations of
4. The mess media or other sources, which lead to
5. Differential patterns of media exposure (or engagement)
6. Need gratifications and
7. Other consequences perhaps mostly unintended
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