The functions of
mass communication in society could be paralleled by statements about how the
media function at the level of the individual. how the individual uses mass
communication. At the individual level, the functional approach is given the
general name of the uses-and-gratifications model the various uses and
gratifications classified into a
four-category: cognition; diversion; social utility; and withdrawal
Cognition
Cognition
is the act of coming to know something. When a person uses a mass medium to
obtain information about something, then he or she is using the medium in a
cognitive way. At the individual level, there
are two different types of cognitive
functions are performed. One has to do with using the media to keep up with
information on current events, while the other has to do with using the media
to learn about things in general or things that relate to a person's general
curiosity. It have found that many people give the following reasons for using
the media:
·
I want to understand what
is going on in the world.
·
I want to know what
political leaders are doing.
·
I want to satisfy my
curiosity.
·
The media make me want to
learn more about things.
·
The media give me ideas.
Diversion
Another basic
need of human beings is for diversion. Diversion can take many forms. Some of
the forms identified by researchers are
(1)
stimulation, or seeking relief from boredom or the routine activities of
everyday life;
(2) relaxation, or escape from the pressures
and problems of day-to-day existence; and
(3) emotional release
of pent-up emotions and energy. Let us look at each of these gratifications in
more detail.
Stimulation
Seeking
emotional or intellectual stimulation seems to be an inherent motivation in a
human being. Psychologists have labeled these activities lucid
behaviors"—play, recreation, and other forms of activity that seem to be
performed to maintain a minimum level of
intellectual activity.. Many people
report that they watch, read, or listen simply to pass the time. The media have taken.
Relaxation
When
faced overload, people tend to seek relief. The media are one source of this
relief. Watching channels or
reading magazine represents a pleasant diversion from the frustrations of
everyday life. Some might relax by
listening to serious /cinema classical music. The content is not the defining
factor, since virtually any media material might be used for relaxation by some
audience members.
Emotional Release
The use of the media for emotional release is fairly obvious. For
instance, emotional release can take more subtle forms. One of the big
attractions of soap operas, for example, seems to be that many people in the
audiences are comforted by seeing that other people have troubles greater than their own.
Other people identify with media heroes and participate vicariously in their
triumphs. Such a process evidently enables these people to vent some of the
frustrations connected with their normal lives. Emotional release was probably one of the first functions to be attributed
to media content. Aristotle, in his Poetics, talked about the phenomenon
of catharsis (a release of pent-up emotion or energy) occurring as a function
of viewing tragic plays. In fact, the catharsis theory has surfaced many times
since then, usually in connection with the portrayals of television violence.
Social Utility
Psychologists
have also identified a set of social integrative needs, including our need to
strengthen our contact with family, friends, and others in our society. The
social integrative need seems to spring from an individual's need to affiliate
with others. The media function that addresses this need is called social
utility, and this usage can take several forms. First, we have talked with a
friend about a TV program. Or we Have discussed a current movie or the latest
record you heard on the radio. If so we are using the media as conversational
currency. The media provide a common ground for social conversations, and many
people use things that they have read, seen, or heard as topics for discussion
when talking with others.
Withdrawal
At times,
people use the mass media to create a barrier between themselves and other
people or activities. For example, the media help people avoid certain chores
that should be done.
People also use the media to create a
buffer zone between themselves and other people. When you are riding a bus or
sitting in a public place and do not want to be disturbed, you bury your head
in a book, magazine, or newspaper. If we are on an airplane, we might insert a
pair of earphones in our ears and tune everybody out. Télevision can perform
this same function at home by isolating adults from children or children from
adults .
Content and
Context In closing, we should emphasize
that it is not only media content that determines audience usage, but also the
social context within which the media exposure occurs. For example, soap
operas, situation comedies, movie magazines all contain
material that audiences can use for escape purposes. People going to a movie,
however, might value the opportunity to socialize more than they value any
aspect of the film itself. Here the social context is the deciding factor.
It is also important to note that the functional
approach makes several assumptions:. Audiences take an
active role in their interaction with various media. That is, the needs of each
individual provide motivation that channels that individual's media use.
1. The mass media compete with other sources of satisfaction. Relaxation,
for example, can also be achieved by taking a nap or having a couple of drinks,
and social utility needs can be satisfied by joining a club or playing touch
football.
2. The uses-and-gratifications approach assumes that people are aware of
their own needs and are able to verbalize them. This approach relies heavily on
surveys based on the actual responses of audience members. thus, the research
technique assumes that people's responses are valid indicators of their
motives.
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