Citation

Beyond Uses and Gratifications: Towards A "Multiple Influences" Model of Media Use

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Abstract:

This paper proposes a new user-focused theoretical model of media use motivation under the rationale that current theories are inadequate for researching contemporary digital media and communication. The model uses the theories of uses and gratifications, media systems dependency, and play theory as a starting point. The core assumptions and concepts of each of these theories, as well as their strengths and weaknesses, are explored. From the elements of these theories, concepts and structure for a "multiple influences" model of media use and motivation are developed. The end result of the paper is a theoretical model that proposes three spheres of influence - internal needs, external demands, and medium/source characteristics - which act upon the individual and could predict their likelihood of media or source usage. The paper concludes with a hypothetical application of the model to explore how it could be used to study a media selection situation.

Most Common Document Word Stems:

media (244), use (168), theori (139), model (91), gratif (87), concept (70), influenc (69), individu (66), communic (61), audienc (57), motiv (56), play (55), depend (54), system (47), theoret (41), factor (40), studi (37), measur (36), medium (35), make (35), suggest (33),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p520019_index.html
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MLA Citation:

Carr, Bryan. "Beyond Uses and Gratifications: Towards A "Multiple Influences" Model of Media Use" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p520019_index.html>

APA Citation:

Carr, B. , 2011-08-10 "Beyond Uses and Gratifications: Towards A "Multiple Influences" Model of Media Use" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p520019_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper proposes a new user-focused theoretical model of media use motivation under the rationale that current theories are inadequate for researching contemporary digital media and communication. The model uses the theories of uses and gratifications, media systems dependency, and play theory as a starting point. The core assumptions and concepts of each of these theories, as well as their strengths and weaknesses, are explored. From the elements of these theories, concepts and structure for a "multiple influences" model of media use and motivation are developed. The end result of the paper is a theoretical model that proposes three spheres of influence - internal needs, external demands, and medium/source characteristics - which act upon the individual and could predict their likelihood of media or source usage. The paper concludes with a hypothetical application of the model to explore how it could be used to study a media selection situation.


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