Uses and Receptions
The question “do we use the media or does the media use us?” was posed during our class discussion earlier in the week.
Although not particularly relevant to media theory, what comes to mind when thinking about whether or not the media uses us or not leads me to think about targeted advertising.
Relative to our class, yes, we use the media. Isn’t that what social media platforms like Twitter, Instagram, Facebook, etc. was meant for?
On a deeper level, why do we use the media?, i think, is a better question to ask that is related to this chapter.
Why do I use media?
For gratification, satisfaction, entertainment, bored, you name it. What medium will I use though? Easy. Just as the fraction of selection states, “individuals make media and content choices based on expectation of reward and effort required,” and I am one of those individuals. For example, last night the Democratic debate aired. I, being a cheap student and a stereotypical Gen-Z move, don’t watch television. I may own a TV, but there are no wires to connect to any type of basic TV channels. Because of this, I had to go online and find a website that would be streaming the debate, rather than go to a friends or public area that would be showing it. I chose a not so great quality on my screen and constant buffering, instead of getting up and going somewhere because of convenience and lack of effort to satisfy my then current need to watch the debate.
Another reason to use media, as also stated in the book, is the mood management theory. This theory, basically, states we will watch X type of media, for an X type of feeing. Movies, TV shows and music are the ones to come to mind. I took an exam earlier today and my professor chose to play calm, melodic music during the exam. I bet the playlist used was probably titled “Study Jams” or “Test Tunes.” Either way, what he was trying to convey was a calm, quiet environment in the classroom for the students to feel that way. When I drive to work or walk to class in the mornings, I play upbeat music that will get me excited and awake for my day. I’ll watch Curb Your Enthusiasm or Arrested Development whenever I’m in the mood for a good laugh.
This continuation of a good mood that I’m searching for coincides with hedonistic motivations. I’m choosing content that will maintain and provide the mood that I’m in. My professor on the other hand may be encouraging eudaimonic motivation when he plays the calmer tunes while taking an exam. He may not be encouraging personal insight or self-reflection, but he is encouraging the contemplation of the subject matter
We use media for satisfaction, and mood changes, which are two very clear elements that can explain why I use media on a day to day basic.