The 6 Gratification of Media Use.
Gratification of Media Use is a term coined by a number of prior communication theories and research conducted by fellow theorists such as Herta Herzong, Abraham Maslow, and Wilbur Schramm alongside many others.
There are 6 Gratifications of Media use as explained by Joseph R. Dominick in his book, The Dynamics of Mass Communication: Media in the Digital Age.
The first one is Diversion
Diversion is another basic need for human beings. It can take many forms, but all forms converge into one purpose - to divert ones attention from every day stressful activities and return them to a different mind state.
There are 3 types of some of the forms identified by researchers:
1) Stimulation: seeking relief from boredom and routine activities of every day life.
2) Relaxation, or escape from the pressures and problems of day-to-day experience.
3) Emotional release of pent up emotion and energy.
The second one, is Stimulation: seeking relief from boredom and the routine activities of everyday life.
As many have experienced, everyday routine can take it's toll and boredom can begin to engulf ones mind. Time seems to slow down as the the clock ticks away at a snails pace, inching towards the second you are allowed to get off work.
This is when stimulation is needed to awaken and entertain the minds of they who are severely bored by the uses of mobile games, social media, web surfing or videos posted on the internet.
As a member of our group has experienced with Stimulation, she believes that for her its playing the keyboard. Although she's not good at it, it give her a sense of peace and it keeps her occupied for a short while just to past my time. It's engaging and helps me to improve my playing skills every time i attempt to play it.
The second one is relaxation, or escape from the pressures and problems of day-to-day experience. To get out of a stressful situation and find yourself in a state of serenity is something that many strive to get after a long week of handwork. That is classified as Relaxation.
The third one is emotional release of pent up emotion and energy. As work begins to mount up, relationships are tested, patience is strained thin - it becomes necessary for one to find an output for any sort of pent up emotion that may linger in a person. Emotional release of those emotions can come from anything like physical exercise, or going to a concert or rock show.
The second one is Relaxation: An escape from the pressures and problems of day-to-day experience.
To get out of a stressful situation and find yourself in a state of serenity is something that many strive to get after a long week of handwork. In the words of Dominick, "too much stimulation, however, is undesirable. psychological experiments have indicated that human beings are negatively effects by sensory information and stimulation are present in the environment . when faces with sensory overload people tend to seek relief."
To unwind and indulge in life's pleasure for that quick moment in time where you can forget the outside world is pure bliss - a reward for those who have spent their time stressing out over work, family and other responsibilities.
one of the experiences another member of our group has experience in relation to relaxation was when he woke p late for a presentation. He immediately rushed to the classroom and to his disbelief, his tutor wasn't there! in fact, his presentation was postponed - allowing him to relax a little and enjoy a day of leisure instead.
Fourth one is emotional release of pent up emotion and energy.
As work begins to mount up, relationships are tested, patience is strained thin - it becomes necessary for one to find an output for any sort of pent up emotion that may linger in a person. Emotional release of those emotions can come from anything like physical exercise, or going to a concert or rock show.
Our editor of the week explains his experience with emotional release:
"Everyone has had their own share of accidents on the road and most of the time they are just minor things and will never be more. Starting out with a 'P' license, you feel as if you're already a competent driver but I have since been shown otherwise. One of these lessons happened just outside Taylor's College Subang Jaya where I used to study.
Now it is usually peak hour whenever I leave my college and I so happened to have parked right at the entrance of my college where it's basically a bottle neck of cars and bikes squeezing through.
To make things worse on that very day I was dropping a female friend home and there was a car waiting next to my parking spot. As I reversed out and he made way, I had very little space to straighten my car. To make matters worse my car has a terrible turning radius.
A sudden thud sent adrenal glands into overdrive mode and I realized I had just backed into a car waiting behind me. The embarrassment and worry wrecked havoc in me as I got down from my car despite my friend asking me to 'floor it'. Expecting the worst I held my breath and prepared to explain to my parents everything. Fortunately though there was barely any damage on the other car and the aunty was nice enough to let me go without much of a fuss.
Thanks to that incident, I tend to have a 'spidey sense' whenever I drive on the road especially when I'm reversing from a parking spot. A big sigh of relief couldn't be any bigger."
The fifth one is Social utility: the set of social integrative needs, including our need to strengthen our contact with family, friends, and others in society.
Social conversations are what create a strong bond with our family or peers. things like what they have read, seen or heard are considered a social conversation. They create a bridge of understanding or a feeling of having something common with one another - further strengthening the bond of two people.
A quick example would be like watching a movie on a date as it helps bond two strangers somewhat closer than before.
Another group member of ours, Stephanie, explains her experience in bonding with a family member through Social Utility:
"I grew up spending most of my time by myself. Even though I had an elder brother, we are 9 years apart and he soon moved to Ukraine to study and I was left all alone. Therefore, I felt a need for constant companionship.
To me, it's always better to share those important moments in life with someone. I went to my first concert with my cousin that used to constantly annoy me when I was little.
As we grew up we were not that close to each other. When I had extra tickets to the concert, no one wanted to go with me as they had no idea who the band was! Then, I remembered that my cousin likes them. I decided to ask her even though I had no idea how it would turn up to be. We ended going together and that experience brought us closer together.
We bonded on the fact that we had the same taste in music and realized we kinda had the same personality. We are now inseparable. She's like the sister I never had. In conclusion, the good things are always better when shared with someone."
The last one would be Withdrawal: Using mass media to create a barrier between themselves and other people or activities. For example, the media help people avoid certain chores, as children are quick to learn.
Some people use the media to create a buffer zone between themselves and others. It creates a safe haven from the outside world when you've had enough of it or simply would like to be left alone as you are and go along with your life with nothing to bug you.
A good example would when you are riding a bus or sitting in a public place and do not want to be disturbed - you bury yourself your head in a book, magazine or newspaper. or music.
that is an example of withdrawal from society.
Within my experience with Withdrawal would be when i'm simply fed up with people and their nuisances. I'd lock myself in my room and listen classical music and paint or draw or anything of the sort in order to simply be on my own and do what i feel is best for me.
Sometimes i'd even watch a movie and spend hours going through my "Must-watch" movie list. It's a great way to go out on an adventure without even having to set my foot out the door!
it's quite a wonderful way of simply taking a break from society.
