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Comm. Arts 325 Unit 1 > Media Migration and Substitution > Flashcards

Media Migration and Substitution Flashcards

1
Q

Continue.? (Media migration)

A

uses and gratifications approach: people’s choices are based on reasons

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2
Q

Gratification niche (Media migration)

A

relationships among media because of people’s choices

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3
Q

central question (Media migration)

A

Why do people (choose to use) media? MSD: varying degrees of dependency

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4
Q

Uses & Gratif. Theory: Selective

A

Happens among various activities, among media channels, among content categories.

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5
Q

Uses & Gratif. Theory: Process

A

It is a rational choice, based on input-output calculations

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6
Q

Uses & Gratif. Theory: Basis for Such a choice

A

Needs and expectancy values

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7
Q

Speed of Adoption of Media

A
  • Different media & platforms started at different times in history
  • Speed of adoption varies from device to device
  • Higher speed of adoption in present times
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8
Q

migration

A
  • the shift or movement of attention and/or consumption from one medium to another (is a behavior)
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9
Q

Types of migration

A
  • Channel surfing
  • Switching between devices/platforms
  • Shifting between forms or genres (of content)
  • Changing from one provider to another
  • Migration is.. a behavioral indicator of media enjoyment and varying media affordance
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10
Q

Media migration study results

A
  • Migration motivation: content-congruent exposure, others are: entertainment, escape, and enlightenment
  • Psychological condition: loneliness
  • Responses while viewing fandom: thrilling and inspiring effect
  • Negative responses: narrative engagement (negatively related)
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11
Q

Media migration study

A
  • Measured the percentage of people engaging in migration activities
  • Measured extent to which they did activities of fandom
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12
Q

The 4 Hypotheses

A
  • H1: Given the Internet’s fluidity, viewers will migrate to media platforms that are primarily Internet-based
    • Infrastructure and technology efficacy
  • H2: Content- based info seeking will motivate media migration
    • Cognitive functions
  • H3: Loneliness will be positively associated with migration activities.
    • Social functions
  • H4: Serialized TV content will be positively related to media migration activities.
    • Connection to fandom and culture
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13
Q

Steps in Adoption of an Innovation (or acceptance)

A

1) Knowledge
2) Persuasion
3) Decision
4) Confirmation

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14
Q

Knowledge (Adoption of an Innovation)

A
  • Awareness
  • Understanding
  • Abilities
  • How-to
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15
Q

Persuasion (Adoption of an Innovation)

A
  • Positive evaluation
  • Integration into belief/value system
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16
Q

Decision (Adoption of an Innovation)

A
  • Compatibility
  • Trialability
  • Affordability
  • Simplicity
17
Q

Confirmation (Adoption of an Innovation)

A
  • Validation
  • Post-adoption support
18
Q

Uses & Gratifications Theory

A
  • People seek gratification by using certain types of media
  • Media provides 5 functions:
    • Surveillance
    • Correlation
    • Continuity (socialization)
    • Entertainment
19
Q

Surveillance (U&G Media Functions)

A
  • Media provides us with news and information.
  • Effect: Satsfies the need for knowing within the audience.
  • Examples: News on accidents, weather reports
20
Q

Correlation (U&G Media Functions)

A
  • Media helps you identify yourself.
  • Media fosters national identity.
  • Effect: You fulfill the need to identify yourself and connect with others.
  • Ex: State of the Union Speech, Super Bowl
21
Q

Continuity (U&G Media Functions)

A

(Also called socialization)

  • Media teaches us social norms.
  • Effect: Media tells you what is socially acceptable behavior.
  • Media turns physical beings into social beings.
  • Ex: Sesame street, Twilight
22
Q

Entertainment (U&G Media Functions)

A
  • Media provides you with fun.
  • SNL, Super Bowl
23
Q

Fluidity as a medium attribute

A
  • Usability
  • Interface-ability
  • Mobility
24
Q

Technology Cluster (Everett Rodgers)

A
  • “One or more distinguishable elements of technology that are perceived as being closely interrelated.”
  • Ex: laptop, kindle, iPad, iPhone, iPod
  • Another kind: affordances
25
Q

Gratification Niche Theory- John Dimmick

A
  • John Dimmick: employed the U & G logic to ask a reversed question
    • What would be the fate of a medium if people make gratification-based decisions?
    • Ex: What is the relationship between the uses of email and telephone?
26
Q

Rich media theory

A

media attributes and

  • The range of needs that a medium can meet
  • The effectiveness of the medium in meeting the needs
27
Q

Displacement Hypothesis (Niche theory)

A

functional equivalence assumed

28
Q

Niche (Gratif. Niche Theory)

A
  • The unique collection of resources
  • A medium accorded by agents such as consumers
  • Meets specific sets of needs of consumers or advertisers
29
Q

niche-width (Gratif. Niche Theory)

A

the range of needs that a medium can meet

30
Q

competitive superiority (Gratif. Niche Theory)

A

the effectiveness of the medium in meeting the need

31
Q

niche overlap (Gratif. Niche Theory)

A

the degree to which 2 media meet similar needs in similar ways

32
Q

Dimmick Findings (wont make sense without background info)

A
  • Survey
  • Findings:
    • Some placement
    • Moderate gratification
    • Uniqueness of each
      • telephone: Better at maintaining effect-based relatinships,
      • email: better for overcomin time zone differences and difficult topics
33
Q

Summary of Media Use

A
  • Active and selective
  • Predicted by both affordances (media attributes adn people’s perceptions of what those attributes would do for them) and needs (gratifications sought)
34
Q

Summary of Migration and Substitution

A
  • Varying among situations and along with media changes.
  • Blurring boundaries (b/t print & electronic media etc.)
35
Q

Shade Study Design

A

Comm. Arts 325 Unit 1 (13 decks)

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