Choice and Preference in Media Use: Advances in Selective by Silvia Knobloch-Westerwick

By Silvia Knobloch-Westerwick

Mediated messages flood our day-by-day lives, via nearly never-ending offerings of media channels, genres, and content material. besides the fact that, selectivity determines what media messages we attend to and concentrate on. the current e-book examines the criteria that impact this selectivity.

Seminal books on selective media publicity have been released in 1960 by way of Klapper and in 1985 through Zillmann and Bryant. yet an built-in replace in this examine box is far wanted, as rigorous selective publicity examine has flourished within the new millennium. within the contexts of political verbal exchange, health and wellbeing communique, web use, leisure intake, and digital video games, the the most important query of the way participants opt for what content material they devour has garnered a lot recognition. the current ebook integrates theories and empirical proof from those domain names and discusses the comparable learn methodologies.

In gentle of the ever-increasing abundance of media channels and messages, selective publicity has turn into extra vital than ever for media affects. This monograph presents a finished evaluate of the study on selective publicity to media messages, that's on the middle of communique technological know-how and media results. it really is required analyzing for media students and researchers, and provides to steer and encourage destiny learn.

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Additional info for Choice and Preference in Media Use: Advances in Selective Exposure Theory and Research

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A psychological conceptualization seems more preferable when tackling selective exposure to media content. In this framework, the reduction of an individual’s uncertainty has been referred to very frequently (Bouazza, 1989; Nauta, 1972; Wersig & Neveling, 1975). Uncertainties are, on a primitive level, a lack of knowledge, and, on a more complex level, a lack of knowledge that is needed to form an attitude or to direct behavior (Atkin, 1973). Information in this sense serves the individual in coping with the environment.

Within the wide variety of possible uncertainties, particularly those of particular interest are the uncertainties related to everyday environmental and psychological problems— extrinsic uncertainties in Atkin’s terms. This adaptive requirement serves to define a criterion level of certainty in relation to actual knowledge. Atkin further differentiated the general need for information to reduce extrinsic uncertainties by (a) cognitive, (b) affective, (c) behavioral, and (d) defensive adaption. In short, Atkin suggests surveillance, guidance (“how to feel about things”), performance (“how to do things”), and reinforcement (“to reconfirm attitudes”) as information needs.

42). Her related research focused on the blend of emotions said to occur in eudaimonic experiences. Broader notions of well-being go back to Aristotle’s idea on eudaimonia: living a “meaningful” life in congruence with personal values, rather than pursuing short-lived pleasure. Drawing on this notion of happiness, portrayals of social virtues such as altruism and social bonding despite most severe agony and suffering, commonly found in tragedy, should be enjoyable for those who value such behavior.

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