Gratifications Of Media Use

Gratifications Of Media Use

"The uses and gratifications model posits that audience members have certain needs or drives that are satisfied by using both nonmedia and media sources." - Dominick, J 2013, The Dynamics of Mass Communication, McGraw-Hill, New York.

Here's what we gotta say...

Cognition
"I found this advertisement through Youtube. I was browsing through videos when I saw an advertisement of David Beckham as the new face of Hennes & Mauritz (H&M), I clicked on the link to find out what clothing line he was promoting." - Jude.


Diversion
"I was distracted by this arousing video that I stopped whatever I was doing. Although it is 1:40min in duration; It was hilarious and I find it relaxing. It’s funny, watching Beckham chase after his robe like that, and I’m sure it’ll engage the curiosity to find out if Beckham ever got his robe back." - Wesley.


Social utility
"What I got from this video is to never give up in achieving our desires. Also, we need a contingency plan in what ever we do. Oh and, always put on a full dress whenever you go outside." - Firdaus.


Affiliation
"What got my attention most is David Beckham himself, that’s because I am an avid Manchester United fan and that is where Beckham came from. If it wasn't for his affiliation with United, I’d probably wouldn't bother watching the ad at all." - Mas.


Expression
"I felt the ad is funny because of Beckham running around only in his briefs. The ad was directed by Guy Ritchie for H&M. Ritchie puts his sense of humor and Beckham played it well by showing off his body and looks. Shots of Beckham pulling his briefs expressed something intriguing, yet sexy." - Danny.


Withdrawal
"Withdrawal creates a certain barrier that segregate us from different societies. People who admire David Beckham, are mostly those who knew him from his sports fame, and would usually separate themselves from people that might talk trash about their idol." - Keith.


We have to say, we think it's the content that influences media use. People respond to what they hear and see, and the content of that media will generate a feedback. As for this H&M ad, there wasn't even any sight of the brand's name on the wear, but who cares when all eyes are on Beckham.

The Media as a cultural story-teller.

The media shows you about a certain lifestyle. It can influenced and be influential. It had changed the lifestyle of many people. An example, women are now more "voiced" in many aspects as compared to in the past. Many things can be learnt through the help of the media, not just facts but also inspiring values. We chose "The Avengers" to find some values.

Righteousness. As portrayed by Nick Fury. Fury is strongly adhered to his moral beliefs. Fury had a vision on assembling “The Avengers Initiative” since the very start, by making the “ultimate weapon” gathering 4 special individuals as the “trump card” for S.H.I.E.L.D. Besides being extremely observant and critical, Fury’s righteousness in getting things going, pretty much built S.H.I.E.L.D. Personally, the value Fury portrayed, in how he’s able to wrap up something so bizarre that leaves an impact on the audience.

 

Teamwork. Something very obvious for a superhero movie. Captain America, who happens to be the ‘leader’ of the bunch. As you’ve watched throughout the movie, you begin to realize it shows something valuable. Everyone’s working together. It does inspire someone to have that nature of being a team player and work as one organization. That every unique character has the capability to be useful.

Agent Phil Coulson. He carried an indescribable value. This loyal and fearless Agent stands for the safety of his nation. Working with The Avengers, particularly Captain America, who has always been his idol, Coulson goes all out defending for his cause. Coulson died going solo against Loki (a God) and inspired ‘The Avengers’ to unite, Coulson portrayed a beautiful value.



Apart from being thought precious values, the media constantly feed our minds to think and question most of what we do. Without the aid of the media, we may be clueless as in making our next move. We learn that media plays a crucial role in our lives.



Writer: Danny
Editors: Keith & Maskurnia

WELCOME!

Helloooo everyone! Welcome to Macho Media Boys first ever blog! For our first post, we will be telling you a little bit of the media from our point of view. We are a bunch studying Mass Communication at Taylor's University Malaysia. Don't worry, we won't bore you, our post are as brief as it gets, hopefully... All of us of Macho Media Boys, would like to thank our beloved lecturer, Miss Jenny Heng, who has introduced us to the media world very thoroughly.