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Lecture 5

JMC 1100 Lecture 5: Media Uses Week 10/11

2 Pages
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Department
Journalism & Mass Communication
Course Code
JMC 1100
Professor
Rachel Young

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Media Uses
10/11
Exam 2 Thursday
Chapter 4,8,9
Agenda Setting and gatekeeping readings
Lectures and Discussion
Why do people use media?
Uses and Gratifications perspective- Describing why people use media
The media choices individuals make are motivated by their desire to gratify their
needs
Assumes that individuals consciously choose media to meet certain needs
Motivations for consuming media vary among individuals
Motivations for media use
1. Learning- Children’s media, powerpoints etc,,
2. Habit- phone use (could be negative and addictive)
3. Companionship- social interactions,
a. Parasocial Relationships- The one-sided feelings for and attachments we have to
celebrities and fictional characters
i. The Office (feels like I’m friends with them)
4. Social Interaction- coming together through media
5. Arousal- Feeling the need to get heart racing, get excited
a. Sensation seekers- People who tend to seek out stimulating activities, including
media
6. Relaxation- Want to be in a calmer state
7. Escape- using media to avoid
8. Passing Time- ie: watching TV in a waiting room
Why are we motivated to create content?
1. Build a Community
2. Mood Management- Feeling down, post something on twitter to get attention
3. Self Expression- YouTubers with singing channels
4. Self Enhancement- Posting something on social media to “brag”
Criticisms of use and Gratification
1. Focuses only on the individual; assumes that media use is based on conscious choice.
2. Relies on self-reported reasons for media use
a. Self reported data are subject to Social Desirability Bias, the tendency to
answer questions in a way that will be viewed favorably by others.
i. Learning, Escape, Passing time, Companionship, Social Interaction,
Arousal
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Description
Media Uses 1011 Exam 2 Thursday Chapter 4,8,9 Agenda Setting and gatekeeping readings Lectures and Discussion Why do people use media? Uses and Gratifications perspective Describing why people use media The media choices individuals make are motivated by their desire to gratify their needs Assumes that individuals consciously choose media to meet certain needs Motivations for consuming media vary among individuals Motivations for media use 1. Learning Childrens media, powerpoints etc,, 2. Habit phone use (could be negative and addictive) 3. Companionship social interactions, a. Parasocial Relationships The onesided feelings for and attachments we have to celebrities and fictional characters i. The Office (feels like Im friends with them) 4. Social Interaction coming together through media 5. Arousal Feeling the need to get heart racing, get excited a. Sensation seekers People who tend to seek out stimulating activities, including media 6. Relaxation Want to be in a calmer state 7. Escape using media to avoid 8. Passing Time ie: watching TV in a waiting room Why are we motivated to create content? 1. Build a Community 2. Mood Management Feeling down, post something on twitter to get attention 3. Self Expression YouTubers with singing channels 4. Self Enhancement Posting something on social media to brag Criticisms of use and Gratification 1. Focuses only on the individual; assumes that media use is based on conscious choice. 2. Relies on selfreported reasons for media use a. Self reported data are subject to Social Desirability Bias, the tendency to answer questions in a way that will be viewed favorably by others. i. Learning, Escape, Passing time, Companionship, Social Interaction, Arousal
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