Mass Media Convos: February 2008

There are far too many sources of information we are currently bombarded with, it is hard to discern the validity of new information as it is presented to us.

THEORIES OF NOTE

TWO STEP FLOW THEORY
In the early 40"s, before the invention of television, Lazarsfeld, Berelson and Goudet conducted an American survey on mass campaigns. The study revealed that informal social relationships had played a part in modifying the manner in which individuals selected content from the media campaign. The study also indicated that ideas often flowed from the radio and newspapers to opinion leaders and from them to the less active sections of society. Thus, informal social groups have some degree of influence on people and mould the way they select media content and act on it.

USES AND GRATIFICATION
The Uses and Gratifications approach reminds us that people use media for many purposes. As media users become increasingly confronted with choices, this approach should direct our attention to the audience. Lull's television research found that families used television for communication facilitation, relationship building, intimacy, and for structuring the day. In general researchers have found four kinds of gratifications:
1. Information - we want to find out about society and the world- we want to satisfy our curiosity.
2. Personal Identity - we may watch the television in order to look for models for our behaviour.
3. Integration and Social Interaction - we use the media in order to find out more about the circumstances of other people.
4. Entertainment - sometimes we simply use the media for enjoyment, relaxation or just to fill time.

McQuail, Blumler and Brown suggested the following individual needs categories:
1) Diversion (emotional release)
2) Personal Relationships (substitute of media for companionship).
3) Personal identity or individual psychology (value reinforcement, self understanding.)
4) Surveillance (information that may help an individual accomplish tasks.)

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