Categories of identification tests of the assumptions Media Uses and Gratification

Categories of identification tests of the assumptions Media Uses and Gratification

Tests of assumptions Media Uses and Gratification produce six (6) categories of identification and its findings (in Rosengren et al., 1974), as follows:

1. Social and psychological origins of media gratification.
John W.C. Johnstone (1974) considers that the members of the audience did not Anonimous and as separate individuals but as members of organized social groups and as participants in a culture. In accordance with this assumption, the media associated with fulfilling the needs and purposes of individuals, who grow based on locality and social relations of those individuals.

Psychological factors also play a role in motivating the use of media. Psychological concepts such as beliefs, values, and perceptions have an influence in the search for gratification and a causal relationship with the media motivation.

2. Expectation value approach.
The concept of audience expectations that interest (concern) on the characteristics and potential of the media who wish to obtain gratification is the key assumptions Media Uses and Gratification of the active audience. If members of the audience to choose among alternative media and non media in accordance with their needs, they must have a perception about a possible alternative to get those needs. Trust in a certain media to be a significant factor in terms of expectations of the media.

3. Activity audience.
Levy and Windahl (1984) develop a typology of audience activity is formed through two dimensions:

* Orientation audience: selectivity; involvement; usefulness.

* Schedule activities: before, during, after exposure (read handsout "audience")
Katz, Gurevitch, and Haas (1973) in research on media usage, audience members find differences with respect to the basis of perceived gratification. Influenced by several factors. Namely: the structure of media and technology; media content; media consumption; non-media activities, and perception of the gratification obtained.

Garramore (1983) experimentally explore the effect of "a series of political motivation in the commercialization process through the TV. He found that audience members actively processing / digesting the contents of the media, and processing is influenced by motivation.

4. Gratification sought and obtained.
In the early to mid-1970s a number of media scientists stressed the need for separation between the search patterns of media consumption or gratuities (GS) and obtaining gratification (GO). Research on the relationship between GS and GO, yielding the following findings of individual GS correlated quite strongly with GO-related. On the other hand, the SC can be separated empirically with GO, such as the separation between the GS with GO conceptually, for the following reasons:

* GS and GO influential, but that one is not the determinant for the other.

* The dimensions of GS and GO are found different in some studies.

* Average Depth of GS is often different from the average level of GO.

* GS and GO contributed independently measurement differences and the effects of media consumption.

The study found that GS and GO GO GS and related in various ways with the variables: exposure; election media dependency programs; trust; evaluation of the characteristics or properties of the media.

5. Gratuities and media consumption.
Research on the relationship antata gratification (GS-GO) with media consumption is divided into two main categories, namely:

* Typological studies concerning media gratification.

* Studies that explore the empirical relationship between graft on one side with a measurement of media exposure or the selection of media content on the other.

Studies show that the gratification associated with the selection of the program. Becker and Fruit provide evidence that members of the audience to compare GO from different media related to media consumption. Study shows media consumption have low to moderate correlation between measurements of gratification and consumption index.

6. Gratuities and effects obtained.
Windahl (1981), the initiator of the uses and effects model, showed that various audience gratification associated with the broad spectrum of media effects that include knowledge, dependency, attitude, perception of social reality, agenda setting, discussion, and various political effects.

Blumer criticized the study of the uses and effects as a lack of perspective. In an effort to stimulate a more theoretical approach, Blumer offers three hypotheses as follows:

· Cognitive motivation will facilitate discovery of information.

· Motivation release and escape would reward the discovery of the audience against the perception of social situations.

· Motivation of personal identity will encourage the strengthening effect.