COM 219 Lecture Notes - Lecture 17: Hypodermic Needle
13 Jan 2017
School
Department
Course
Professor
Uses and Gratification
Theorist: Katz
Year: 70’s
Research approach: Social Scientific
Why people use media
Tradition: Socio-psychological
Influences: Psychology
Uniform effects model
*Magic bullet
*Hypodermic needle
Straight-line effect of media
Allows you to predict from media content
No consideration of media context
Main assumptions
People (in general) choose to consume different media
Use media for different reasons
We have needs to be gratified
Everyone affected to media differently
Parasocial relationship: A sense of friendship that develops between TV viewers and
media people
Turning point
He asks what people do with media NOT what media does to people
Typology
1. Passing time
2. Companionship
3. Escape
4. Enjoyment
5. Relaxation
6. Information
7. Excitement
8. Socio-interaction
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