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Rehman (1983) demonstrated a relationship between gratifications sought and obtained from the movies and movie attendance. The most prominently cited emotional gratification of media use of mood management. UGT proposes that people prefer to maintain a state of intermediate arousal.
Gratification is the pleasurable emotional reaction of happiness in response to a fulfillment of a desire or goal. It is also identified as a response stemming from the fulfillment of social needs such as affiliation, socializing, social approval, and mutual recognition.
The same fundamental principle applies however, the person will make the decision based on what brings the most gratification. [2] Communication behavior is goal-directed, purpose-driven, and motivated in U & G. People use communication to satisfy their needs or desires while the media competes with other forms of communication.
Lembke says, “Our obsession with instant gratification means we’re constantly living in our limbic brain, which processes emotions, rather than in our prefrontal cortex, which deals with ...
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences.
Herta Herzog-Massing (August 14, 1910 – February 25, 2010) was an Austrian-American social scientist specializing in communication studies.Her most prominent contribution to the field, an article entitled "What Do We Really Know About Daytime Serial Listeners?", is considered a pioneering work of the uses-and-gratifications approach and the cognitive revolution in media research.
Media psychology is a branch of psychology that focuses on the interactions between human behavior, media, and technology. Media psychology is not limited to mass media or media content; it includes all forms of mediated communication and media technology-related behaviors, such as the use, design, impact, and sharing behaviors. This branch is ...
Media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.