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In general, people use mobile phones for the following uses and gratifications: sociability, entertainment, status, immediate access, instrumentality, mobility, and psychological reassurance. [27] Researchers have also identified that the uses and gratifications for contributing mobile content differ from those for retrieving mobile content.
Theories of media exposure study the amount and type of Media content an individual is exposed to, directly or indirectly. The scope includes television shows, movies, social media, news articles, advertisements, etc. [ 1] Media exposure affects both individuals and society as a whole. Theories such as the Uses and Gratifications Theory, Social ...
Sven Windahl. Sven Windahl (born May 1, 1942) is a Swedish professor of communication studies as well as a consultant in the field of organizational communication. His most influential work [1] is the book Using Communication Theory from 1989, co-authored with Dr. Benno Signitzer and Jean T. Olson. The book has been translated into many languages.
Movies may have emerged in the early 20 th century, but the types of films people watch have drastically changed over the past century. Back in the early 20 th century, people would frequent their ...
Selective exposure theory. Selective exposure is a theory within the practice of psychology, often used in media and communication research, that historically refers to individuals' tendency to favor information which reinforces their pre-existing views while avoiding contradictory information. Selective exposure has also been known and defined ...
However, despite being one of the oldest models of communication, Lasswell's model is still being used today. Such uses are often restricted to specific applications where the cited criticisms do not carry much weight. Examples include the analysis of mass media and new media. [2] [15]
Active Audience Theory is particularly associated with mass-media usage and is a branch of Stuart Hall's Encoding and Decoding Model. Stuart Hall said that audiences were active and not passive when looking at people who were trying to make sense of media messages. Active is when an audience is engaging, interpreting, and responding to media ...
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.