Uses And Gratifications Theory Analysis

The mass media has become a big part of our society and its counterparts. In a time span of 50 years this medium has influenced society to an extent where it has created wonders. This immaculate tool can control almost every action we perform, from speaking to the actions that every human being performs in society. The mass media has brought upon a new era of idea's and changes in the world we live in. As we analysis media in depth we will find many aspects of media which overlap and some of the smallest factors and aspects of media, which create the biggest impact on society.

In the experiment group, children were asked to postpone their desire to eat marshmallow for ten minutes, but they were notified how much time left to hold their

When Marshall McLuhan coined the phrase “the medium is the message” back in 1967, we were facing a very different society than we are today. His focus was of course on the mediums of the time: radio, newsprint and television. Mark Federman, a Chief Strategist for the McLuhan Program in Culture and Technology asserts in his article, What is the Meaning of the Medium is the Message? (2004), McLuhan was not speaking directly about the medium itself. His thought process went to a deeper level. Federman “note[s] that it is not the content or use of innovation, but the change in inter-personal dynamics that the innovation brings with it” that is the issue. In a world that we can now access hundreds of thousands of bits of information in milliseconds, we can certainly see a shift in media influence. Today we can actually watch events as they unfold, whether they are events for a greater good or events of horrific acts of terrorism, technology has enabled society to be omnipresent. Melody Thompson (2011) refers to Jaron Lanier in discussing how technology shapes our relationship to itself. She notes that Lanier believes technology imposes on us its own viewpoint and that shapes our decisions. In a world where we live with a 24 hour news cycle and news stations that can skew their reporting to send the message they want their viewers to hear, it is quite prophetic when Lanier states “it

Utilizing the new sensation of technological media, with its instant projection to a broader audience base, can be both advantageous and unfavorable. As media is frequently updating

lex Lickerman, author of the article “The Power of Delaying Gratification”, discuss the experiment psychologist Walter Mischel did on the kids to understand their self-control. Basically, he gives a group of children a cookie and gives them to option either they could eat the cookie immediately or they can wait until he comes back, however, if they wait for him to back they will receive another cookie. Based on his experiment he concludes that the kid who resist to eat a cookie and wait for him to gain another cookie they will do better in the school than the kids who did not resist. For instances, they will get higher sat scores than who eat the cookie immediately. Likewise, I attempt to do the same experiment instead of using cookie I use candy because teenager loves candy, therefore it will be difficult for them to refuse candy. So, I did experiment on students who are in regular classes and they are in different grades. Based on the results, I realize that only freshman and sophomore find it difficult to candy but seniors are also found difficult to resist the candy. This interacts with Walter ideology because I did experiment students who are in regular class and Walton states that kids who resist eating candy straightway will do better in the school. Therefore, the students find difficult to resist the candy so they are in regular class instead of honors class.

Postman (1987) claims that television is an evil that destroys the purpose and complexities of public discourse. He argues that important issues are oversimplified and drowned in a sea of irrelevance. Chaffee and Metzger (2001) confirm this assumption by remarking the evolution of print and radio into television and television into new media. Establishing the similarities between Postman’s chief complaints about the television medium and the new media then rearing its ugly head. Chaffee and Metzger indicate the shift in the denotations of mass, media, and communication. With technological advancements, it is impossible to ignore the new media and its impact on modern culture.

Media is all around us and individuals seek gratifications from using it, “In the era of mediatization, the vision of what the media do with audiences and what

Four theorists are the contributing authors of the active research theory. These authors evolved the role audience play and their ability to actively engage with communication medians. The idea of deconstructionism was the focus of the work of Jacques Derrida and Michel Foucault during the 1960’s. Later in the twentieth century theorist Raymond Bauer developed The Obstinate Audience. In the early 1980’s a theorist by the name of Stuart Hall challenged the traditional theories of an audience role in the media and developed his encoding/decoding theory. Each contributed to the current understanding of the active role audiences engage in when information is presented.

As singer and entertainer Bobby Sherman once remarked, "As far as show business, it's the gratification of doing something that pleases the fans ("Brainy Quote")." Our authors in the course also present representations of modern culture where long-term effects are eschewed in favor of immediate results and the deciding factors, more often than not, are economic. As they frequently point out, shortsighted economic policies result in unforeseen long-term consequences. In this essay, the author will show that this is a possibly natural response for instant gratification that technology only heightens. As we shall see, we have to be doing something constantly, as long as it comes fast and furious. Analysis

The uses and gratification theory seeks to understand the uses of which people seek media to fulfill certain gratifications (Baran and Doris, 2006) by identifying how people utilize the media to gratify their needs and desire.

Mass media plays an important role in the society by providing entertainment, information and acting as the government’s overseer. Several scholars have developed philosophies that help people understand how mass media fulfills its roles in the society. For example, Horkheimer and Adorno have constructed theories that explain the functions and impacts of mass media in the society across the globe (Mosco, 2008). The central theme in all mass communication models entails the meaning of media contents, which include the images and texts and their influence on the target audience. The perception of the target audience concerning the text and images in the media are what form the basis of these theories. This essay discusses two hypothetical frameworks: the political economy and cultural studies theories, including their similarities and differences, and how they help in understanding the relationship between the media and society.

Media influence is the force by which ideas are injected into people’s lives shaping the very culture of society. This influence is masqueraded through hidden media message, resulting in a change in its audience which can be positive or negative, abrupt or gradual, short term or long term. Although mass media’s influential effect can reach a wide ranged audience as an agent of socialization the responsibility to contain what it releases has not been of importance. “The media’s socially significant obligations are formally ignored.” (A.S. Zapesotskii, 2011, p 9). Media messages can be exerted through many different outlets such as TV shows, music, movies, commercials, news, magazines, games which are all gravitated to entertain audiences ultimately offering personal gratification that can sometimes blur the lines between reality and

Since the late 20th century the temptation to fulfill Instant gratification has become more prevalent in society which has put America in a precarious predicament. In Robert Paul's novel "The Impulse Society: America in the Age of Instant Gratification" he claims America has found itself in an era where we desire extensive indulgence which has made us "culturally narcissistic", blinding us from the value of investment and inducing a high-risk lifestyle. This currently has managed to raise concerns regarding the problems that serve as a detriment to the labor force. with instant gratification even shaping a newer generation of workers," Millennials" who were born in an age where they are used to technology and social media giving them immediate feedback and results in almost every aspect of their life. with one notable problem being that decisions influenced by instant gratification seem to be leading to higher rates of unemployment seen with machines threatening to replace laborers (Derek Thompson). Former president Nixon goes into claim how work ethic is what allows us to be a industrial nation and is what allowed us to change from a poor nation to a powerful one over the course of two centuries" (Address to the Nation on Labor Day,1). with this claim, it is pivotal to see the that contemporary times have encouraged instant gratification which has spread egocentrism in the workforce. This has resulted in the

George Gerbner’s *cultivation theory* a macro-level system theory that examines mass communication by studying institutions, message systems, and cultivation analysis (1967; 1970; Gerbner & Gross, 1973; Gerbner et al., 1980; Potter, 2014). Theorized during the “Age of Television” (Shanahan & Morgan, 2004), the theory has been applied to newspapers and other media formats, assuming that media institutions “cultivate facts, norms and values of society” (Gerbner, 1970; Gerbner & Gross, 1976). Specifically, frequent television viewers are more likely to be influenced by portrayals of the world than viewers who watch less. The theory’s popularity grew after the rapid integration of televisions into American homes in the 1940s and 1950s, it was

attempt to speculate on the future direction of mass communication theory must seriously include the uses and gratifications approach. In this article, I assert that the