1 day ago · Essay on my art teacher conflict theory and crime essay how to write an essay using teel low income essay example, doctoral dissertation application. Dissertation separation des pouvoirs , graduate admissions essay sample writing a conclusion for dissertation conclusion a is of a essay What gym workout essay, sleep medicine section student Fountain Essays: A custom essay writing service that sells original assignment help services to students. We provide essay writing services, other custom assignment help services, and research materials for references purposes only. Students should ensure that they reference the materials obtained from our website appropriately We value excellent academic writing and strive to provide outstanding essay writing service each and every time you place an order. We write essays, research papers, term papers, course works, reviews, theses and more, so our primary mission is to help you succeed academically
Case Study Marketing | Best Cheap Online Assignment Writing Help Services | TutorsOnSpot
Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale.
It assumes that audience members are not passive consumers of media, doctoral dissertation writing services yelp. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives.
Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.
This theory would then imply that the media compete against other information sources for viewers' gratification. UGT has a heuristic value today because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed".
Mark Levy and Sven Windahl provide a good description of what it means to be an "active consumer" of media:. Unlike other theories concerning media consumption, UGT gives the consumer power to discern what media they consume, with the assumption that the consumer has a clear intent and use. This contradicts previous theories such as mass society theorythat states that people are helpless victims of mass media produced by large companies; and individual differences perspectivewhich states that intelligence and self-esteem largely drive an individual's media choice.
Given these differing theories, UGT is unique in its assumptions: [3]. Katz, Blumler, and Gurevitch synthesized that UGT's approach was focused on "the social and psychological origins of needs, which generate expectations of the mass media or other sources, doctoral dissertation writing services yelp, which lead to differential patterns of media exposure or engagement in other activitiesresulting in need gratifications and some other consequences, perhaps mostly unintended ones.
According to Katz, Blumler and Gurevitch's research there were five components comprising the Uses and Gratifications Approach. The components are: [12]. According to the research, goals for media use can be grouped into five uses.
Beginning in the s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. An interest in more psychological interpretations emerged during this time period.
Indoctoral dissertation writing services yelp, Lasswell introduced a four-functional interpretation of the media on a macro-sociological level. Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [8]. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Mobile phonesa comparatively new technology, have many uses and gratifications attached to them.
Due to their nature of mobility, constant access, and options to both add and access content, this field is expanding with new research on the motivations behind using mobile phones. In general, people doctoral dissertation writing services yelp mobile phones for the following uses and gratifications [15].
The specific function of text messaging has been studied [16] to find its uses and gratifications and explore any potential gender differences. The researchers proposed seven uses and gratifications; they are listed below, from highest to lowest ranked according to the study's results:. Since many now use their mobile phones as devices to connect to the internet and both contribute and doctoral dissertation writing services yelp content, researchers have investigated the UG of smart devices which engage multiple media.
The uses and gratifications for contributing mobile content differ from those for retrieving mobile content. The Internet provides a new and deep field for exploring UGT. It was found to have three main categories of gratifications: content gratification, process gratification, and social gratification. Scholars like LaRose et al. utilize UGT to understand Internet usage via a socio-cognitive framework to reduce uncertainties that arise from homogenizing an Internet audience and explaining media usage in terms of only positive outcomes gratifications.
LaRose et al. created measures for self-efficacy and self-disparagement and related UGT to negative outcomes of online behavior like Internet addiction as well.
Users have motivations of the following overall:. Forums were found to be the main media for venting negative feelings, potentially due to the fact that comparatively, forums are more of a one-way street.
Use of social media cures loneliness and satisfies a compulsion for addictive behaviors. The researchers found four multi-dimensional narcissistic personality types: feeling authoritative or superior, exhibitionistic, exploitative, and often hungry for vanity. Those who viewed themselves as superior had higher uses and gratifications by cognitive motivations than by recognition. The vain narcissists were most gratified doctoral dissertation writing services yelp recognition and attention, and they did not vent negative feelings.
Exhibitionists were motivated by all gratifications of social media, doctoral dissertation writing services yelp. No generational differences were found in the narcissistic tendencies. Basic research finds that socialization motivates use of friend-networking sites such as MySpace and Facebook. Particulars under socialization might be finding old friends, making new friends, learning about events, creating social functions, doctoral dissertation writing services yelp feeling connected.
The results doctoral dissertation writing services yelp that there were four needs for using Facebook groups, "socializing, entertainment, self-status seeking, and information. Twitter is an online micro-blogging platform that contains both mass-media functions and interpersonal communication options via sending tweets.
Research has found a positive correlation between active doctoral dissertation writing services yelp spent on Twitter and the gratification of a need for "an informal sense of camaraderie"—connection—with other users. Furthermore, the frequency of tweets and number of replies and public messages mediated the relationship between Twitter users. This helped increase both use and gratification of doctoral dissertation writing services yelp media by satisfying the need for connection.
Snapchat is a photo-sharing social media platform with more than million users worldwide. Similar to other forms of social media, people use Snapchat to fulfill specific media needs, in particular bonding social capital needs, doctoral dissertation writing services yelp.
For example, Phua, Jin, and Kim found that Snapchat interactions were similar to interactions found in close interpersonal relationships. The application has been used to attain emotional support from others, look for advice on important decisions, and seek help to solve problems, satisfying the need to socialize, vent negative feelings, and connect with others. Many other aspects of UGT are featured in using various websites that are related to social networking. Many review services, such as Yelp.
comhave an aspect of social networking, with user profiles and interconnectivity. Many news websites feature the ability to share articles and pictures directly from their page to users' personal social networking pages across platforms.
A more sinister aspect of UGT and a reason to use social media establishes a platform for cyberbullying. People engage in cyberbullying online and through social media in order to gratify themselves. Cyberbullying fulfills a need to be vengeful and malicious, while avoiding face-to-face contact.
Again, differences were found based on amount of use and gender. Those who used the instant messaging service frequently "heavy users" were found to be most motivated by affection and sociability; those who did not "light users" were most motivated by fashion, doctoral dissertation writing services yelp.
Women doctoral dissertation writing services yelp longer and for sociability; men chatted for less time per doctoral dissertation writing services yelp and for entertainment and relaxation.
Achievement, enjoyment and social interaction are all motivations for starting to play an online game, and their success at the game as well as the extent to which their uses were gratified predicted their continuance in playing. Inresearchers applied Uses and Gratification Theory to study user behavior among Pokémon Go users. Results show that enjoyment, physical activity, nostalgia, image, normative influences and flow drive various forms of user behavior.
In addition, perceived physical risks but not perceived privacy risks lead to weaker forms of usage. Ina test was conducted with college students to investigate their viewing of animated news. The use of melodramatic animation in news was seen as an emerging technique used in news reporting at the time.
Factor analysis and hierarchical regression were employed for data analysis. In the study, seven motives were identified, through factor analysis, for viewing such animated news videos.
These motives included companionship, social interaction, relaxation, information seeking, interpersonal learning, entertainment and pass time. The results of hierarchical regression analysis suggest predictive relationships among personality characteristics sensation seeking and locus of controlthe seven motives, the effects of perceived news credibility and newsworthiness, and the intention to share such animated news videos with others. Research has shown that media taken in for entertainment purposes i.
have a wide range of uses and emotional gratifications, [34] and that these are not mutually exclusive but can overlap with each other. Rehman demonstrated a relationship between gratifications sought and obtained from the movies and movie attendance. Media system dependency theory MSDT or media dependency theory has been studied as an offshoot of UGT. However, media dependency theory focuses on audiences' goals for media consumption as the source of their dependency; while uses and gratification theory focuses on audience's needs as drivers for media consumption.
MSDT states that as a person becomes increasingly dependent on media to satisfy their needs, that media will become more important in a person's life and thereby have increased influence and effects on that person. MSDT acknowledges and builds upon UGT because it is based on the assumptions that people have different uses for media that arise from their needs. Building on UGT, Social Cognitive Theory helped distinguish GS versus GO stimulus for media consumption.
Social cognitive theory explains behavior in terms of the reciprocal causation between individuals, doctoral dissertation writing services yelp, environments, and behaviors. This allows for a more personal application of UGT instead of a large, blanketing assumption about a large audience of mass media. If GO is greater than GS then there will be more audience satisfaction. Lastly, audiences' GS are not always the reality of their GO. Cultivation theory is concerned with understanding the role that media play in shaping a person's world view—specifically television.
Whereas UGT tries to understand the motivations that drive media usage, doctoral dissertation writing services yelp, Cultivation theory focuses on the psychological effects of media. Cultivation theory is used especially to study violence in television and how it shapes audience's understanding of the reality of violence in society. Often, because of media's influence, audiences have a more heightened and unrealistic perception of the amount of violence.
A UGT approach may be implemented to Cultivation theory cases to understand why an audience would seek violent media and if audiences seek television violence to satisfy the need of confirmation of their worldview. Uses and gratifications has, almost since its inception, been viewed by some as the Pluto of communication theory, which is to say critics argue that it does not meet the standards necessary to be theory.
Critics argue that it instead is more of an approach to analysis or a data-collecting strategy. Using this sociologically-based theory has little to no link to the benefit of psychology due to its weakness in operational definitions and weak analytical mode. It also is focused too narrowly on the individual and neglects the social structure and place of the media in that structure. Ruggiero wrote that "most scholars agree that early research had little theoretical coherence and was primarily behaviorist and individualist in its methodological tendencies.
Despite such criticism, contemporary thought suggests that uses and gratifications as theory may be in the process of gaining new life as a result of new communication technology. While it was easy to question the agency of media consumers who had three television networks from which to choose, it's much harder to argue that a consumer who now has cable channels and Internet-streaming video is not making his own decisions.
Among the most doctoral dissertation writing services yelp tenets of uses and gratifications as theory is the assumption of an active audience. Ruggerio noted three assumptions that are necessary to the idea of active audience: First, media selection is initiated by the individual.
Doctoral Dissertation Writing Help (Video Review)
, time: 0:51How do you say case study in italian
Uses and gratifications approach. Mark Levy and Sven Windahl provide a good description of what it means to be an "active consumer" of media: "As commonly understood by gratifications researchers, the term "audience activity" postulates a voluntaristic and selective orientation by audiences toward the communication process From software to automobiles, from healthcare to financial services, models for value creation and value capture are evolving rapidly. In the Summit’s opening session, Prof. Karim R. Lakhani will give you insight into how organizations are transforming — to go far beyond simply remaining relevant, and to become innovative leaders in new and Disclaimer: If you need a custom written term, thesis or research paper as well as an essay or dissertation sample, choosing Solution Essays - a relatively cheap custom writing service - is a great option. Get any needed writing assistance at a price that every average student can afford
No comments:
Post a Comment