5.

Think of a specific example of how two individuals might use media content to
gratify different needs. How will those individuals experience very different
media effects?

you do make daily choices to consume different types of media. But newspapers, magazines, radio, and
movies were well-established, and 90 percent of American households had a TV. There were plenty of
media to choose from.

PEOPLE USE MEDIA FOR THEIR OWN PARTICULAR PURPOSES

the two roommates make deliberate choices that result in different patterns of media use and different
effects.

PEOPLE SEEK TO GRATIFY NEEDS

Just as people eat in order to satisfy certain cravings, uses & grates assumes that people have needs that
they seek to gratify through media use.

MEDIA COMPETE FOR YOUR ATTENTION AND TIME

Alex to interact with other garners online is competing with opportunities to interact with peers on
campus. The uses & grats approach directly acknowledges the competition. Not only do media compete
with each other for your time, they compete with other activities that don't involve media exposure

That's because media audiences are made up of people who are not identical to each other. In terms of
media effects, the differences matter.

1. Passing time
2. Companionship. When sports fans get together to watch the big game on the small screen
3. Escape.
4. Enjoyment
5. Social interaction. TV viewing provides a basis for connecting to others.
6. Relaxation
7. Information.
8. Excitement.