TC 101 Lecture Notes - Parachuting, Internet Addiction Disorder, Social Learning Theory
Document Summary
Macro-level- how does media effect the mass. What about multitasking: 10 hours & 45 minutes packed into 7 hours & 38 minutes. In 2004- 6 hours & 21 minutes. Audience members are not all the same. Individuals react to media content in very different ways. Users and gratifications approach: focused on individuals motivations for media use at the. Part of general trend from technology-centered to user-centered focus. People choose media to fulfill their needs. Need fulfillment differs by person and medium. Give personal examples within these categories : cognitive: acquire knowledge and understanding, affective: experience emotion, personal: increase credibility, status, social: engage with family & friends, tension release: escape & diversion. People choose media based on expected needs because we believe it will provide something for us. Do this to obtain some kind of wanted sensation. High sensation seekers tend toward activities like skydiving and drug use.
