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In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience.
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.
One of the most popular theories, Uses and Gratifications Theory, is based on users actively attempting to satisfy their media needs. Elihu Katz is often credited with being one of the original creators of this theory. This theory states that an individual will choose the media or form of media that will satisfy their desires most completely.
Many media effects theories hypothesize conditional media effects, including uses-and-gratifications theory (Rubin 2009), [53] reinforcing spiral model (Slater 2007), [71] the conditional model of political communication effects (McLeod et al. 2009), [72] the elaboration likelihood model (Petty & Cacioppo 1986).
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.
The uses and gratification model emphasizes what the audience does with the media presented to them, here influence lies with the consumer. The "ethnographic turn" contributed to the maturing of the field as contexts of consumption are now recognized as having significant impact upon the processes of the interpretation of media.
Elihu Katz’s uses and gratifications theory examines why individuals choose to take in media. At its core, the uses and gratifications theory explores how there is no single reason why people consume the messages that they do. [5] Instead, one person consumes specific media for different reasons than another person may consume the same media.
The concept of parasocial interaction became increasingly attractive to mass communication scholars as more active views of the audience emerged in the second half of the 20th century—especially uses and gratification theory—and numerous empirical studies have utilized the idea to explore PSI’s antecedents, correlates, and consequences. [4]