Comm 200 LN 0412_handout

Comm 200 LN 0412_handout - Chapter 23 Uses and...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 23 Uses and Gratifications Theory COMM 200 Dr. Gibbs 4/12/10
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Media Effects How much influence do the mass media have  on our lives?   Early mass communication theories: Mass Society Theory : media as a “magic bullet”  that influences mass audience (victims) “Limited effects” theories : media has limited  influence due to:  Individual Differences Perspective Social Categories Model
Background image of page 2
Theory at a Glance People actively choose media to satisfy  specific needs (gratifications) Media have a limited effect because of  user control People are self-aware “What do people do with media?”
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Stage One:   Extending Needs and Motivation Theory  (Maslow) Fraction of selection:   Expectation of Reward Effort Required Classification of reasons people engage  in different media behavior
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This document was uploaded on 11/03/2011 for the course COMMUNICAT 200 at Rutgers.

Page1 / 12

Comm 200 LN 0412_handout - Chapter 23 Uses and...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online