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Uses and gratifications theory is a communication theory that describes the reasons and means by which people ... "A comparison of gratification models of media ...
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.
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]
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.
In media studies, there are two models used to construct audience reception. These models are defined as (1) The effects/hypodermic model and (2) the uses and gratification model. The effects model focuses on what the media does to audiences, influences is based on the message conveyed within the media.
A model of communication is a simplified presentation that aims to give a basic explanation of the process by highlighting its most fundamental characteristics and components. [16] [8] [17] For example, James Watson and Anne Hill see Lasswell's model as a mere questioning device and not as a full model of communication. [10]
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.