Puganesh Selvaraj @ Pugaa S-QM0024/10 27 September 2010.
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Transcript of Puganesh Selvaraj @ Pugaa S-QM0024/10 27 September 2010.
Communication based-model: Uses & Gratification Model
Puganesh Selvaraj @ PugaaS-QM0024/10
27 September 2010
Introduction & Maslow’s Hierarchy of
Needs
Historical Development of U&G
Latest: Facebook and MySpace are
youths favorite!
Overview
U & G arose originally in the 1940s and underwent a revival in the 1970s and 1980s
Propounded by Kartz, E. in 1970 – how people use media for gratification of their needs.
Abraham Maslow create Maslow’s Hierarchy of Needs – propound that people choose what they want to see and read and different media compete to satisfy each individuals needs.
Introduction & Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
There are 5 levels in the form of pyramid with
the basic needs such as food and clothing at
the base line and the higher order at top of
pyramid.
The fulfillment of each level needs leads to the
individual looking to satisfy the next level of
needs and so on till he reaches the superior-
most need of self-actualization.
Maslow’s Hierarchy of Needs
Physiological Needs — water, breath, food, cloth and etc
Safety Needs —security of employment, property, health, resources and etc
Social Needs — family, friendship and love Esteem Needs — self esteem, achievement and
self-respects Self Actualization — This level of need
pertains to what a person's full potential is and realizing that potential.
Information – we want to satisfy our curiosity;
Personal Identity – people look for models to
benchmark their behaviors;
Integration & Social Interaction – use the
media to find out the circumstances of other
people; and
Entertainment – relaxation.
U & G : Type of Gratification
Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners.
In 1948, 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.
Historical Development of U&G
Historical Development of U&GIn 1972, Blumler and Katz extended Lasswell's four group25 years later. These included four primary factors for whichone may use the media:
Diversion—Escape from routine and problems; an emotional release.
Personal Relationships —Social utility of information in conversation; substitution of media for companionship.
Personal Identity or Individual Psychology —Value reinforcement or reassurance; self-understanding, reality exploration.
Surveillance—Information about factors which might affect one or will help one do or accomplish something
Historical Development of U&G
Katz, Gurevitch and Haas (1973) saw the mass media as a means by which individuals connect or disconnect themselves with others
Cognitive needs —Acquiring information,
knowledge and understanding.
Affective needs —Emotion, pleasure, feelings.
Personal integrative needs —Credibility,
stability, status.
Social integrative needs —Family and friends.
Tension release needs —Escape and diversion
Individuals use Social Networking Services
(SNS) to satisfy specific gratification that
they seek.
Famous SNS: Facebook and MySpace.
Current Trend
Created by current CEO of eUniverse Tom
Anderson’s in August 2003.
At first used by the employees who participated in
a contest of who can recruit more friends online.
The growth is was generated from mouth-to-
mouth.
By 2004 more teenagers join the club and
ultimately made what is MySpace today.
History of MySpace
2004: Created for Harvard students and later
opened for other higher learning institutes.
2005: FB opened access to high school
students.
2006: Opened the site to general public.
2007: Was reported to have more than 21
million registered members, generating 1.6
billion page views a day.
History of Facebook
Why youths use Facebook and Myspace through
Uses and Gratification Theory.
1. Efficient Communication
Spread news quickly to multiple users at a time
Helps to get latest updates of acquaintance (ie,
marriage)
An efficient way for an individual to get quick
response of when she or he desires attention.
Facebook & MySpace: popular SNS
2. Convenient Communication
Staying in touch of family and friends and
managing communication
Good for long term communication
Can get connected with others at a very lost cost.
Enjoys receiving end of communication without
having to engage in turn in any dialogue.
Facebook & MySpace: Popular SNS
3. Curiosity about others
Acquire information of others whom they
are interested.
Obtain updates about an old acquaintance
Find out about new people.
Facebook & MySpace: Popular SNS
4. Popularity
Attempts to add as many as friends possible
to increase popularity
People likes getting comments from others
to build up image.
Facebook & MySpace: Popular SNS
5. Relationship Formation &
Reinforcement
Extremely useful in maintaining new pre-
existing relationship and meet new people
To initiate conversation between friends.
Facebook & MySpace: Popular SNS
Because of nature of individual’s curiosity and the
desire to build and develop relationship.
SNS users enjoys convenience, efficiency and
popularity of using the powerful medium to convey
messages and find answers.
Based on the 5 elements discussed on the earlier
sessions, youths use SNS to satisfy specific
gratification that they seek.
Summary
References Blumler and Katz. 1972. The Uses of Mass Communication:
Current Perspectives on Gratification Research.
Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164-181.
Mark, A. U., Qingwen, D., and Kenneth, D. 2010. Explaining why youth use MySpace and Facebook through Uses and Gratification Theory. 12(2) 215-229.