COMM 102 Lecture Notes - Lecture 9: Takers, Instant Messaging, Study Guide
Document Summary
Individual differences cause each audience member to seek out different messages, use them differently, and respond to them uniquely. Recognizes that we as human beings actively select the media we expose ourselves to. Viewers social/psychological makeup is as responsible for media usage as messages themselves. Different people have different reasons for paying attention to things in the media. Single parents are more interested in paying attention to media that has to do with aid. moetxivaamtioinnessand behavior of viewer. Focusing on different motivations for media use and using that to describe our media use behavior. Assumes viewers actively choose media content to gratify individual needs. Individual differences in our exposure to the media. Cognitive paradigm focuses on the effects, uses and gratifications is explaining why we use the media in the first place. Societal level functions of mass media lasswell (1948)- 3 major functions: surveys the environment- keeps users informed, news for example.
