Motivation and reward for media consumption

1. Motivation and reward for media consumption Uses and gratifications theory

2. Uses and Gratifications Theory • The uses and gratifications theory suggests four ways in which audiences use films (and any other media texts). While the theory errs too much on the side of audience autonomy (it virtually denies the texts can affect individuals unless he or she wants it to) it remains a useful way of understanding how audiences may read a film. • entertainment the text provides pleasure for the audience, this is often characterised as being 'escapist'. social interaction: films, the news or last night's television programmes are common topics of discussion; we use the media to feed this social interaction. personal identity: we can get a sense of ourselves and our peer group from films. We may identify with particular film stars, who we may even use as role models.information: the media are full of information which we are at liberty to use.

3. Most films are produced as entertainment for this is what audiences most want and therefore the film is most likely to make money. Any film that becomes much talked about (social interaction) can be considered an 'event movie'. If you have not seen the 'event movie' then you are likely to be left out of conversations. Hollywood's box office suffered in 2000 through the lack of an 'event movie'; in 1999 the Star Wars prequel, The Sixth Sense and The Blair Witch Project were all films that generated buzz.

4. Most films do not set out to provide information (documentaries aside), though they may do so as a 'side-effect', but films may help give us a sense of ourselves. In Britain we most often see North American society represented in films, which is physically distant to us. We see our own country represented less frequently; for Anglo-Asians the absence is much greater.

5. Problems with traditional media effects research • It takes the viewpoint of the communicator • The goal is to change attitudes, behavior, etc. • Research looks at the impact of a single show, medium, political campaign, etc. without considering other choices the audience has • Effects research usually looks at influence as a one-way process • It sees audience members as targets rather than as ‘active’ seekers, interpreters, etc.

6. Active audience view • People actively choose from among a large number of options • Choose among activities • Choose among media • Choose among content options

7. Uses and gratifications research • “Uses and grats” asks why people attend to media content and what they get from it • The common-sense theory is that people seek out media that satisfy their wants and/or needs. • U&G research tries to build up a list of different types of gratifications that people turn to media content to provide. The goal is to match media and content to gratifications

8. Uses and gratifications • If we can determine what people are looking for, we can better provide content that will satisfy their needs and interests • Very practical side to all this

9. People sometimes give reasons for consumption you would not predict • Some gratifications may not be as obvious as others • Herzog’s (no relation—not even spelled the same) study of daytime radio serial listeners • Radway’s Reading the Romance • Berelson’s study of what people missed during newspaper strike

10. Gratifications • One way to classify gratifications is based on whether exposure is sought for its own sake or whether it is pursued to support some other goal • Entertainment • Social interaction • Learning

11. Gratifications • Another distinction is between gratifications that are biologically based and those that are learned • Nature v. nurture • Excitation/sensation seeking • Mood management • Social reinforcement • Aesthetics • Economic profitability

12. Mood management • People will choose content that best complements their current mood • Maintains an optimal state of excitation • Meadowcroft and Zillmann

13. Excitation • Theorists have argued that excitation itself generates pleasure. Simply getting the blood pumping watching an action show or playing a video game generates endorphins

14. Social reinforcement • Group discussion of content—being ‘in the know’ • Parasocial interaction with characters • Compensation for lost partners, lack of social circle • Occasion for getting together with friends, family

15. Aesthetics • Appreciation for beauty, form, etc. • Some innate preferences (balance, color) but mostly learned • Develop an appreciation for art, music, etc.

16. Economic value • Can learn valuable skills • Information value in competitive settings • Money-saving tips