Media Function

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INDIVIDUAL FANCTION

For individual, the function of media can be thought of as the motives or reasons.

Why individual use media products?
They do that in order to feel satisfactions; they receive from the use of these products

Herta Herzog 1944
She studied the motivation and gratification of radio soap opera listeners Her interest was to try to understand (why women become such ardent fans of the radio soaps The goal of the study was to determine (what satisfactions listeners Said they derived coupled with a psychological evaluation of these listeners The functional approach: sought to account for (why audiences attended to particular content on the assumption that the act of attending served some function for the individual. Herzog found that such programs served function for these women: the provided emotional release, they served as a source of advice What sorts of lessons did soap operas provide?

Herzog found that the lessons of the soaps often applied in unlikely situation for ex. One women reported going to the doctor before started her diet because someone on the soap had done so

Katz 1959 he relabeled the approach uses and gratification
For Katz, uses and gratifications research would empirically test some of the critiques of popular culture that had been made the in 1950s.

Katz 1959 he relabeled the approach uses and gratification
For Katz, uses and gratifications research would empirically test some of the critiques of popular culture that had been made the in 1950s.

Social function of the media

Mobilization| Entertainment| Continuity| Correlation| Information| Campaigning for society's objectives in the field of politics, war, economic development, work, and sometimes religion| -providingentertainment interestingnessand the means of relaxation- reducing social tension| -Expressing the dominant culture and recognizing subcultures and new culture developments-Forming and maintaining commonality of values| -Explaining and commenting on the meaning of events and information-providing support for established authority and norms -socializing-coordinating separate activities-consensus building-setting orders of priority | Providing information about events and condition in society and the world|

The assumption of uses and gratification model
-The audience is active and hence use of media is goal-directed -Audience have expectation of what certain kinds of content have to offer them, and these expectation help shape their selection. That is, particular audiences can take the initiative in linking their needs to the ability of particular media products to gratify those needs -The media compete with other sources of need satisfaction (such as reading, talking with friends, taking a walk, sleeping). The needs potentially satisfied by the mass media are only part of a wider range of human needs. People are sufficiently aware of their needs, media choices, and the gratifications they receive from media use to be able to tell researchers what motivates their media behavior.

-The audience is active and hence use of media is goal-directed -Audience have expectation of what certain kinds of content have to offer them, and these expectation help shape their selection. That is, particular audiences can take the initiative in linking their needs to the ability of particular media products to gratify those needs -The media compete with other sources of need satisfaction (such as reading, talking with friends, taking a walk, sleeping). The needs potentially satisfied by the mass media are only part of a wider range of human needs. People are sufficiently aware of their needs, media choices, and the gratifications they receive from media use to be able to tell researchers what motivates their media behavior.

THE CRITIQUE OF FUNCTIONALISM
Uses and gratification research has been serious criticisms; This approach ignores the...
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