This Week We Learned About Uses And Gratification Theory

This Week We Learned About Uses And Gratification Theory In This Acti

This week we learned about uses and gratification theory. In this activity you will try to understand how mood and emotional states influence our choices of media selection. Standard expectations: As with every assignment in this class, be sure to respond to the following questions in your own words and succinctly (in as few words as possible). Helpful resources to complete this activity. You should be able to answer these questions based on your assigned readings and lectures.

These additional resources may help you further but are not necessary to complete this assignment. Moskalenko, S., & Heine, S. J. (2003). Watching your troubles away: Television viewing as a stimulus for subjective self-awareness. Personality and Social Psychology Bulletin, 29(1), 76-85.

Why-does-watching-dystopian-shows-feel-so-good: to an external site.

Paper For Above instruction

Media Selection and Gratification

Recently, I chose to watch a dystopian television series, “Black Mirror,” because I sought to explore contemporary societal issues and indulge in speculative narratives that challenge perceptions of technology and morality. The gratification derived from this media consumption was primarily cognitive, as I aimed to understand the implications of technological advancement and dystopian futures portrayed in the series, which satisfied my curiosity and intellectual engagement. Additionally, it provided an emotional thrill that heightened my interest in social critique and future possibilities.

Subjective Self-Awareness in Media Consumption

I experienced a heightened sense of subjective self-awareness while watching an episode that depicted a society obsessed with constant social validation through digital ratings. The media content activated this self-awareness by prompting me to reflect on my own social behaviors and concerns about digital reputation. The portrayal of characters obsessively monitoring their social metrics made me acutely aware of my own tendencies to seek validation online, thereby intensifying my introspection and self-consciousness.

Objective Self-Awareness in Media Consumption

During a documentary about climate change, I engaged in objective self-awareness because the content prompted me to evaluate my personal environmental impact. The detailed data and stark imagery about global warming activated a rational response, forcing me to consider my lifestyle choices and their broader implications. This content encouraged a more detached, analytical perspective that focused on facts and personal responsibility.

Media Consumption in Different States of Self-Awareness

People are more likely to consume factual or educational media when in a state of objective self-awareness because such content facilitates rational evaluation and decision-making. Conversely, emotional or escapist media, such as dramas or thrillers, are favored when seeking subjective self-awareness, as they allow individuals to explore feelings and personal reflections without direct real-world application. The type of media aligns with the emotional or cognitive state individuals are experiencing, fulfilling different psychological needs.

Why People Seek Scary Media

People are often interested in consuming scary media because it provides a safe environment for experiencing fear and adrenaline, satisfying needs for excitement and thrill. It also allows individuals to confront their fears intellectually or emotionally without real danger, which can be cathartic or empowering. Additionally, scary media can foster a sense of social bonding when shared with others, fulfilling social connection needs through collective experience.

References

• Moskalenko, S., & Heine, S. J. (2003). Watching your troubles away: Television viewing as a stimulus for subjective self-awareness. Personality and Social Psychology Bulletin, 29(1), 76-85.
• Blumler, J. G., & McQuail, D. (1969). The Role of Active Audience in Communication Processes. European Journal of Communication, 4(2), 109–122.
• Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523.
• Rubin, A. M. (2002). The uses-and-gratifications perspective of media effects. The Media Studies Journal, 16(2), 3-15.
• Bryant, J., & Oliver, M. B. (2009). Media Effects: Advances in Theory and Research. Routledge.
• Shapiro, M. A. (1997). Measuring Media Gratifications: Development of the Media Gratification Scale. Journal of Broadcasting & Electronic Media, 41(4), 519–536.
• Vorderer, P., & Knobloch, S. (2019). Entertainment and Social Contexts. In M. H. Hundley (Ed.), The Routledge Companion to Media and Memory (pp. 41-54). Routledge.
• Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140.
• Greenberg, J., Solomon, S., & Pyszczynski, T. (1986). The role of conscious thoughts and feelings in reactions to mortality salience. Psychological Science, 5(4), 264-267.
• Levitt, S. D., & Dubner, S. J. (2005). Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. William Morrow.