Media Gratifications Research, Current Perspectives
- First, Uses and gratifications researchers should return more often to the qualitative drawing board before settling on dimensions, items, and scales for quantitatively measuring media motivation.
- Second, we should now be aiming to study more often those audience-content relations in which social identity concerns are most likely to be involved.
- Thirdly, sampling strategies should be devised that are designed trace social identity needs in media consumption.
- Fourth, there is probably more than one form of matrix interconnecting identities and interests, and their reasons for using related communications.
- And, fifthly, it should be noted that all this presupposes a pluralistic organization of society, containing many subsidiary groups and cultures. (P. 52-56)
- First, there is the growth of work on “reading” texts and the attendant of the meanings that are conveyed by and extracted from them.
- Second, there is increasing interest in the mass media as propagators of ideological messages.
- Third, there has been increasing concern with television as a potential carrier of a global culture, and
- Fourth, there is a more holistic awareness of systematic influences on mass communication patterns. Increasing attention is consequently paid to: (1) links of media institutions with other social institutional orders in the environment economic, political, cultural), (2) the functions performed by media institutions in upholding or disrupting such orders and (3) national system characteristics that may shape and constrain communication contents and effects. (p. 257-8)
- Texts may be part and parcel of the very process of media motivation – sources of sought gratifications, not jus objects of them.
- Motives may guide textual interpretations and
- The interaction between reader and text will differ according to crucial sources of variation on both sides of the equation (though we are far from knowing what those may be).