All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.

Technological Constructions of Reality: An Ontological Perspective
Unformatted Document Text:  Running Head: TECHNOLOGICAL CONSTRUCTION OF REALITY gratifications as more microscopic (Ball-Rokeach, 1998). Uses and gratifications theory was conceptualized in 1974 by Elihu Katz, Jay Blumler and Michael Gurevitch and examines “individuals’ interpretations of media texts to serve or gratify their conscious and unconscious needs” (Ball-Rokeach, 1998). Although both theories examine individual uses and relationships with media, each does so in a different way. For MSD theory the goal is to ascertain the power relationship of influence between audiences and media and for uses and gratifications the goal is to determine individual motivations for media interaction (Ball-Rokeach, 1998). Both theories help to explain how individuals interact with and use media, which in turn contributes to how media influence the construction of reality for media consumers. A study conducted by Enrique Bigne Alcaniz, Silvia Sanz Bias and Francisco Toran Torres in 2006 also looked at MSD theory and its role in television shoppers in Spain. The study proposed a theoretical model to accommodate MSD theory that hypothesized the more dependent an individual is on watching teleshopping networks, the more dependent the individual will be on teleshopping. The study polled 216 watchers of the teleshopping networks in Spain. It determined a positive correlation between television dependency and teleshopping dependency by confirming the pre-existing media dependency (television) and genre dependency (teleshopping networks). The study showed that media dependency played a large role in the increase of teleshopping due to the dependency on television and teleshopping networks. More recently, Rebecca Chory and Sara Banfield conducted a study in 2009 that examined the impact of media dependence on antisocial media like video games and television on relational maintenance strategies. Chory and Banfield used an adapted version of Young’s (1998) Internet-addiction scale to assess video game and television dependence. Their study showed that media dependence on antisocial media result in lower frequency in relationship 13

Authors: Vincent, Cindy.
first   previous   Page 13 of 32   next   last

background image
gratifications as more microscopic (Ball-Rokeach, 1998). Uses and gratifications theory was 
conceptualized in 1974 by Elihu Katz, Jay Blumler and Michael Gurevitch and examines 
“individuals’ interpretations of media texts to serve or gratify their conscious and unconscious 
needs” (Ball-Rokeach, 1998).  Although both theories examine individual uses and relationships 
with media, each does so in a different way.  For MSD theory the goal is to ascertain the power 
relationship of influence between audiences and media and for uses and gratifications the goal is 
to determine individual motivations for media interaction (Ball-Rokeach, 1998).  Both theories 
help to explain how individuals interact with and use media, which in turn contributes to how 
media influence the construction of reality for media consumers.
A study conducted by Enrique Bigne Alcaniz, Silvia Sanz Bias and Francisco Toran 
Torres in 2006 also looked at MSD theory and its role in television shoppers in Spain.  The study 
proposed a theoretical model to accommodate MSD theory that hypothesized the more 
dependent an individual is on watching teleshopping networks, the more dependent the 
individual will be on teleshopping.  The study polled 216 watchers of the teleshopping networks 
in Spain.  It determined a positive correlation between television dependency and teleshopping 
dependency by confirming the pre-existing media dependency (television) and genre dependency 
(teleshopping networks).  The study showed that media dependency played a large role in the 
increase of teleshopping due to the dependency on television and teleshopping networks.
More recently, Rebecca Chory and Sara Banfield conducted a study in 2009 that 
examined the impact of media dependence on antisocial media like video games and television 
on relational maintenance strategies.  Chory and Banfield used an adapted version of Young’s 
(1998) Internet-addiction scale to assess video game and television dependence.  Their study 
showed that media dependence on antisocial media result in lower frequency in relationship 

All Academic Convention is the premier solution for your association's abstract management solutions needs.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 13 of 32   next   last

©2012 All Academic, Inc.