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The Social Media Revolution 2011

The Social Media Revolution 2011 http://www.youtube.com/watch?v=3SuNx0UrnEo. Duke Woodley, Judy Grados , Daniel Munhoz and Ilse Genovese Uses and Gratification Theory Group Project Montgomery College /USG, 2012.

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The Social Media Revolution 2011

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  1. The Social Media Revolution 2011 http://www.youtube.com/watch?v=3SuNx0UrnEo

  2. Duke Woodley, Judy Grados, Daniel Munhoz and Ilse GenoveseUses and Gratification Theory Group ProjectMontgomery College /USG, 2012 Do we consume media or does media consume us?

  3. What do you think? Do we consume media or does media consume us? LET’S FIND OUT UGT

  4. What’s UGT about? How and why people select certain media to satisfy their needs and interests.Katz, Blumler, and Gurevitch (1974)

  5. Some history • Functional theories on communication —1920s-1940s • Limited Effects Paradigm —1950s-1970s • Uses and Gratification Theory— 1974-todate http://www.newseum.org/warstories/interviews/mp3/journalists/bio.asp?ID=28

  6. QUIZ • Which mass media do you use? • Why?

  7. Important Research McQuail, Blumler, Brown’s four categories of media uses (1972) Katz. Blumler, Gurevitch’s research on selective attitudes to mass media (1973-4)

  8. Reasons for media use PASS TIME COMPANIONSHIP EXCITEMENT ESCAPE ENJOYMENT SOCIAL INTERACTION RELAXATION OBTAINING INFORMATION LEARNING ABOUT SPECIFIC CONTENT

  9. Gratifications obtained via media use Parasocial interaction Diversion Personal relationships Personal identity Surveillance

  10. Changing media uses Videogaming NOW and BEFORE

  11. Key UGT assumptions 1. The audience is active and its media use is goal oriented

  12. Key UGT assumptions 2. The initiative of picking a specific medium to satisfy a specific need rests with the audience member

  13. Key UGT assumptions • 3. The media compete with other media sources for need satisfaction

  14. Key UGT assumptions 4. People have a pretty good idea of what motivates their media use, and can accurately describe this to researchers

  15. Key UGT assumptions 5. Value judgments of media content can only be assessed by the audience

  16. The Active Audience Media consumers can engage in the following types of activity. UTILITY INTENTIONALITY SELECTIVITY IMPERVIOUSNESS TO INFLUENCE

  17. To sum up Audience-centered theory: • Audiences have free will in choosing media. • The power rests with the media user.

  18. Your turn to talk about media

  19. Integration

  20. Theory critique “… crassly atheoretical, perversely eclectic,ensnared in the pitfalls of functionalism and flirting with the positions at odds with their functionalist origins.” (Blumler 1979)

  21. Theory critique • Is there an Active Audience? • Lack of theoretical coherence • Some terminology needs to be better defined. • Reliance on the functional use of media; the danger is, the media can be reckless. http://www.youtube.com/watch?v=r4KnawqvugU

  22. Thank you . You are definitely an audience that will not let media consume you. Questions?

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