Uses and gratifications

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Hélène Galdin-O'Shea

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EXTRA SLIDES Audience Theories USES AND GRATIFICATIONS (ANTI-THESIS TO TRADITIONAL EFFECTS APPROACH) Considers how media fulfil the needs and gratifications of their users.

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The belief that the use of media depends on the satisfaction, need, desire or motivation of each audience is almost as old as media research. Audiences are often formed based on the similarity of individual needs, interests and tastes, which have a social or psychological origin. This way of thinking is belonging to the school of research called (use and gratification or interest and satisfaction) (McQuoid). This approach was first described in an article by Katz (1959), which Katz began with the question, "What do people do with the media?"

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Read these below responses for the question and provide an answer- address each student as if you were talking to them directly and give them your opinion on their response to the question- three separate answers for these three students. Topic 1 DQ 1 What are the strengths and weakness of the scientific and the critical cultural approach to media studies? Which one is most desirable for studying the media? Explain why. What key concepts and terms help you understand the media better? Zackery As I see it, Mass media uses, almost instinctly, the scientific approach. But, " cultural behaviour and mass media are unique in themselves because they influence each other. (2020)" The scientific approach seems to be more desirable for studying the media. The simple answer is because of the more wide usage of the approach. To be fair, before I began any research, I expected the critical cultural approach to be my preferred method. Whenever I think of anything that uses the a scientific approach, I think about creating a hypothesis, doing the research (or experiment) and drawing a conclusion based on the findings of the research or experimentation. But, for this question, this isn't quite the case. The fact that mass media relies on scientific approach is significant. Advertising, for me, is the biggest use as they use scientific approach to survey their audiences. Using something, such as demographics, to target advertising shows scientific method use over critical cultural approach. Examples such as this are used through the use of Nielson ratings, targeted advertising, and other ventures where mass media is utilized. The scientific approach in advertising, TV, movies, and other uses of mass media help ensure the targeted audience is receiving the communication stardards it expects, or in some cases, the entertainment is desires. Dorothy P. The scientific and critical cultural approach of media studies involves the way we can use the approach of the many aspects of the world around us. We sometimes might not even learn things directly from the different sources of media; however, we can learn from other people’s ideas that they get from the media. Cultural approaches are a way that others use media to mainly get them through the structure of everyday life living. “Cultural studies are less concerned with the long-term consequences of media for social order and more concerned with looking how media affect individual lives” (Naveed, 2019). There are many strengths and weaknesses, such as the Media is politically based, action-oriented. Media uses theory to research and change in the real world. The weakness is Media is too political; the call to action is too subjective, typically lacks scientific verification; based on subjective observation. Whenever it is subjected to scientific verification, often employs innovative but controversial research methods. What helps me to understand the key concepts and terms of understanding media, is .

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Uses and gratifications

1. EXTRA SLIDES Audience Theories USES AND GRATIFICATIONS (ANTI-THESIS TO TRADITIONAL EFFECTS APPROACH) Considers how media fulfil the needs and gratifications of their users.

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