The uses and dependency model of mass communication

Rubin, Alan M.; Windahl, Sven

doi:10.1080/15295039609366643

Cited by 139 publications

(74 citation statements)

References 24 publications

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“…Media dependency is high when an individual's goal satisfaction relies on in-formation from the media system (Ball-Rokeach, 1985). Rubin and Windahl (1986) augmented the dependency model to include the gratifications sought by the audience as an interactive component with media dependency. For Rubin and Windahl, the combination of gratifications sought and socially determined dependency produced media effects.…”

Section: Dependency Theorymentioning

confidence: 99%

Uses and Gratifications Theory in the 21st Century

Ruggiero¹

2000

Mass Communication and Society

1,825

561

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Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. In this article, I argue just the oppositeWhat mass communication scholars today refer to as the uses and gratifications (U&G) approach is generally recognized to be a subtradition of media effects research (McQuail, 1994). Early in the history of communications research, an approach was developed to study the gratifications that attract and hold audiences to the kinds of media and the types of content that satisfy their social and psychological needs (Cantril, 1942). Much early effects research adopted the experimental or quasi-experimental approach, in which communication conditions were manipulated in search of general lessons about how better to communicate, or about the unintended consequences of messages (Klapper, 1960).

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Section: Dependency Theorymentioning

confidence: 99%

Uses and Gratifications Theory in the 21st Century

Ruggiero¹

2000

Mass Communication and Society

1,825

561

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“…In turn, an individual's needs and interests as well as consumption and use of certain media content are dependent on the societal system and mass media system. Rubin and Windahl (1986) write that:…”

Section: Toward a Research Framework Of Social Media In Ecotourismmentioning

confidence: 99%

“…The theory proposes that inputs into a communication system require processing by the audience from which a set of outcomes are expected. The 'dependency model of mass communication' (dependency model for short) was used (Rubin & Windahl, 1986). This theory suggests the provision of a networked relationship that creates the content and functions for a mass media system to meet audience needs, interests, and motives as well as influencing their cognitive, affective, and behavioral responses.…”

Section: Toward a Research Framework Of Social Media In Ecotourismmentioning

confidence: 99%

Ecotourism social media initiatives in China

Cheng

Wong

Wearing

et al. 2016

Journal of Sustainable Tourism

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Abstract:The purpose of this study is to investigate the use of social media by ecotourism management agencies and how this potentially changes the relationship between the ecotourist and the natural environment. It examines the meaning of ecotourism and the way that social media shapes visitor perceptions and meaning through an examination of the content of 775 Sina microblog postings from five leading ecotourism site management agencies in China. In order to gain a deeper understanding of the social media postings a series of semi-structured interviews was also conducted with followers and management agencies. The findings provide an enhanced understanding of ecotourism marketing and its impacts on the ecotourist while also creating a framework for the use of social media to market ecotourism. The framework outlines the importance of the meanings associated with this form of communication through its promotional appeal to tourists and the outcomes for both the ecotourist and site management. Ecotourism Social Media Initiatives in China AbstractThe purpose of this study is to investigate the use of social media by ecotourism management agencies and how this potentially changes the relationship between the ecotourist and the natural environment. It examines the meaning of ecotourism and the way that social media shapes visitor perceptions and meaning through an examination of the content of 775 Sina microblog postings from five leading ecotourism site management agencies in China. In order to gain a deeper understanding of the social media postings a series of semi-structured interviews was also conducted with followers and management agencies. The findings provide an enhanced understanding of ecotourism marketing and its impacts on the ecotourist while also creating a framework for the use of social media to market ecotourism. The framework outlines the importance of the meanings associated with this form of communication through its promotional appeal to tourists and the outcomes for both the ecotourist and site management.

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“…Today's approach to those who may listen to radio covers a wide range of topics, from brand and ratings related perspectives to audience analysis in relation to mass media and the web (Blumler and Katz, 1974;Rubin and Windahl, 1986;Rubin and Rubin, 1985;Katz et al, 1973;Palmgreen, 1984;Windahl, 1984 and1985;Hoffman and Novak, 1995) and also perspectives of audience as markets and the change taking place in the nature of business, using works of Küng-Shankelman, 2000;Küng, 2004;Albarran, 1996 andNapoli, 2003;Caves, 2000 and2005;Beck, 2003;Hendy, 2000;Rifkin, 2000 andMitchell et al, 2009. Both in theory and practice, radio programming is developed for a specific audience.…”

Section: Why To Measure Radio?mentioning

confidence: 99%

Reconceptualising audience research and survey strategies for radio: Portuguese case

Cordeiro¹

2007

İletişim: Araştırmaları Dergisi

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In the context of digital communications, this essay explores audience ratings and survey strategies for radio, to analyse the influence of technology on new research methodologies as well as the re-conceptualisation of audience, most particularly, the listener concept. Concerning radio ratings across Europe, relevant conclusions are found, about the influence of digitalization in audience behaviour.Considering key concepts of audience and listener, conventional radio broadcasting and audience research are observed to be out-dated or, at least, inappropriate to describe the cross-media, multiplatform and multitasking behaviour people have today concerning media, most particularly radio. Therefore, the aim of this essay is to present new insights to audience ratings methods and the concept of radio listener.Keywords: Radio, audience research; Rating. İzleyici Araştırmalarını Yeniden Kavramsallaştırmak ve Radyoda Araştırma Stratejileri: Portekiz Örneği ÖzetBu makale, radyoda izlerkitle reytinglerini ve araştırma stratejilerini, dijital iletişim bağlamında incelemekte; teknolojinin, yeni araştırma metodolojileri ve izlerkitlenin özellikle de dinleyici kavramının, yeniden kavramsallaştırılması üzerindeki etkisini analiz etmektedir. Avrupa çapındaki radyo reytingleri göz önünde bulundurulduğunda, izlerkitle davranışları üzerinde dijitalleşmenin etkilerine ilişkin anlamlı sonuçlara ulaşılmıştır. İzlerkitle ve dinleyici anahtar kavramları düşünüldüğünde, geleneksel radyo yayıncılığı ve izlerkitle araştırmalarının güncelliğini kaybetmiş olduğu ya da en azından özelllikle radyo söz konusu olduğunda dinleyicilerin medyalararası, çoklu platform ve çoklu görevli davranışlarını açıklamakta yetersizliği nedeniyle geçerliliğini yitirdiği öne sürülebilir. Bu çalışma, izlerkitle reyting yöntemleri ve radyo dinleyicisi kavramlarına yeni bir bakış kazandırmayı amaçlamaktadır.

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The uses and dependency model of mass communication

Cited by 139 publications

References 24 publications

Uses and Gratifications Theory in the 21st Century

Uses and Gratifications Theory in the 21st Century

Ecotourism social media initiatives in China

Reconceptualising audience research and survey strategies for radio: Portuguese case

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