Abstract
This study proposes a theoretical model postulating the impact of audience motivation on risk perception. Drawing from uses and gratifications theory and differential impact hypothesis, the model consists of 5 major propositions. First, an overarching proposition postulating the capacity of audience motivation to serve as a mental frame on media exposure is proposed. Surveillance motivation is postulated to influence social risk perception, whereas enjoyment motivation is postulated to influence personal risk perception to a greater extent. Moreover, the model predicts that mixed motivation of surveillance and enjoyment will result in similar degrees of both social and personal risk perceptions. Lastly, the effect of personal salience on the proposed influences is presented. Theoretical and practical implications of the model are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 116-137 |
| Number of pages | 22 |
| Journal | Communication Theory |
| Volume | 22 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2012 May 1 |
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All Science Journal Classification (ASJC) codes
- Language and Linguistics
- Communication
- Linguistics and Language
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Uses, Gratifications, and Beyond : Toward a Model of Motivated Media Exposure and Its Effects on Risk Perception. / So, Jiyeon.
In: Communication Theory, Vol. 22, No. 2, 01.05.2012, p. 116-137.Research output: Contribution to journal › Article
TY - JOUR
T1 - Uses, Gratifications, and Beyond
T2 - Toward a Model of Motivated Media Exposure and Its Effects on Risk Perception
AU - So, Jiyeon
PY - 2012/5/1
Y1 - 2012/5/1
N2 - This study proposes a theoretical model postulating the impact of audience motivation on risk perception. Drawing from uses and gratifications theory and differential impact hypothesis, the model consists of 5 major propositions. First, an overarching proposition postulating the capacity of audience motivation to serve as a mental frame on media exposure is proposed. Surveillance motivation is postulated to influence social risk perception, whereas enjoyment motivation is postulated to influence personal risk perception to a greater extent. Moreover, the model predicts that mixed motivation of surveillance and enjoyment will result in similar degrees of both social and personal risk perceptions. Lastly, the effect of personal salience on the proposed influences is presented. Theoretical and practical implications of the model are discussed.
AB - This study proposes a theoretical model postulating the impact of audience motivation on risk perception. Drawing from uses and gratifications theory and differential impact hypothesis, the model consists of 5 major propositions. First, an overarching proposition postulating the capacity of audience motivation to serve as a mental frame on media exposure is proposed. Surveillance motivation is postulated to influence social risk perception, whereas enjoyment motivation is postulated to influence personal risk perception to a greater extent. Moreover, the model predicts that mixed motivation of surveillance and enjoyment will result in similar degrees of both social and personal risk perceptions. Lastly, the effect of personal salience on the proposed influences is presented. Theoretical and practical implications of the model are discussed.
UR - http://www.scopus.com/inward/record.url?scp=84859500262&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84859500262&partnerID=8YFLogxK
U2 - 10.1111/j.1468-2885.2012.01400.x
DO - 10.1111/j.1468-2885.2012.01400.x
M3 - Article
AN - SCOPUS:84859500262
VL - 22
SP - 116
EP - 137
JO - Communication Theory
JF - Communication Theory
SN - 1050-3293
IS - 2
ER -