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ERIC Number: ED168092
Record Type: RIE
Publication Date: 1979-Feb
Pages: 14
Abstractor: N/A
Reference Count: 0
Audience Methods and Gratifications.
Lull, James
A model of need gratification inspired by the work of K.E. Rosengren suggests a theoretical framework making it possible to identify, measure, and assess the components of the need gratification process with respect to the mass media. Methods having cognitive and behavioral components are designed by individuals to achieve need gratification. Deep gratification occurs when the behavioral act meets the intrinsic requirements of the method and when the method gratifies the need. Thus, if a mother perceives that being a "good mother" includes regulating a child's television viewing experience, she may gain satisfaction from regulation when the act meets the requirements of the method and the method reduces the disequilibrium (the need to feel like a good mother) that energized the drive. Differences between the Rosengren model and this one are: this model includes "drive" as the physical force; this model sees "society" and "individual characteristics" as influences too prohibitive to come within the limited scope of the model; and in this model, the organism is understood to assess the utility of each method, and judgments about the success or nonsuccess of method employment precede the experience of felt gratification or nongratification. (TJ)
Publication Type: Speeches/Meeting Papers; Opinion Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Western Speech Communication Association (Los Angeles, California, February 18-21, 1979)