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USC Uses and Gratifications Discussion

USC Uses and Gratifications Discussion

Description

In this discussion assignment, I am taking a decidedly different approach to explicating a mass communication theory by applying the theory (uses and gratifications) in personal terms (how and why you use certain communication technologies and media). 

This is multi-tiered discussion assignment designed to (1) prompt an extended discussion, and (2) enhance your understanding of the uses and gratifications theory, (3) through its application to explain and predict peoples’ behaviors. 

Step #1:  Develop an initial post describing how you meet your personal needs through selected communication technologies and media use (seeing yourself as a ‘user’).  This initial post must be at least 350 words in length. 

Consistent with academic writing standards, cite your sources using an APA format within your narrative, and fully reference your sources at the end of your post.Hints:  Perhaps the best way to understand the application of uses and gratifications theory is to begin with your own communication technology and media use (seeing yourself as a user).  In fact, you can go any number of directions here, from the apps you most commonly use on your smartphone, social media platforms to which you subscribe or use, and, yes, even why you chose to take an online course rather than a face-to-face class. 

Taking directly from our notes, the Uses and Gratifications theory is rather straightforward:

Media users will seek out media that meets their needs and provides various forms of gratifications

Gratifications sought might not be the gratifications that are gained

If the gratifications that are sought are met or exceeded, it is likely users will return to that media

(“Uses and gratifications – Notes for Week 7 commercial uses of social media, http://www.mediaandculturalstudies.co.uk/wp-content/uploads/2016/09/Week-7-Uses-and-Gratifications-Notes.pdf)

Furthermore, building upon what we have already covered in Week 1 with Diffusion of Innovation, you can build into your post why you adopted certain innovations (online banking, an AI-assisted writing app, using online conferencing programs such as Zoom or Microsoft Teams, etc.), discussing relative advantage, compatibility, complexity (was it easier to use), trialability (you got to try it out for free). 

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