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Chapter 13

Chapter 13 . Relational Uses and Understanding of Media. Impact of Media on Our Lives. People spend twice as much time engaged with media as they think People are often engaged with multiple media at once ( concurrent use) Media use is also linked to relationships.

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Chapter 13

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  1. Chapter 13 Relational Uses and Understanding of Media

  2. Impact of Media on Our Lives • People spend twice as much time engaged with media as they think • People are often engaged with multiple media at once (concurrent use) • Media use is also linked to relationships

  3. Early Views of Media Audiences • ‘Mass’ audiences • Uniformly influenced by the media • Powerfully and inescapably influenced by the media • Not affected by other factors such as culture, relationships, social systems

  4. Changes in Media Outreach • More diversity • Fewer monopolies of public viewing • More focus of mediated messages to specific audiences – ‘mini-com’ • More targeted marketing of mediated messages to specific audiences

  5. Changes in the View of Media Audiences • Audiences select and attend to media • Selective exposure • Selective attention • Media texts have many meanings for different audiences

  6. Uses and Gratifications Theory People use media for one or more of four basic reasons: • Escapism (avoiding reality) • Reality exploration (understanding their world) • Character reference (looking for role models) • Incidental reasons (unique personal motives)

  7. Relational Uses of Media • Coming together as a family • Withdrawing from interactions • Differentiating relationships • Enacting/evaluating roles • Learning about relationships • Serving as an alternative to personal relationships

  8. Something to talk about Becoming more aware of the media and its products Disseminating (distributing) media messages Enhancing media messages Promoting media literacy Recognizing connections with others Enabling identity construction Functions of Media in Everyday Communication

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