Computer-Mediated Communication Use among Adolescents and Its Implication for Psychological Need Satisfaction

5. Self-actualisation – the need for personal fulfilment and the need to grow and develop.

Media: Now-a-days right from children to elders, all are greatly persuaded by each and every kind of media. Especially, they are easily influenced by television, mobile, computer and internet allowing them to imbibe all that is shown without segregating as good and

The mass media has become a big part of our society and its counterparts. In a time span of 50 years this medium has influenced society to an extent where it has created wonders. This immaculate tool can control almost every action we perform, from speaking to the actions that every human being performs in society. The mass media has brought upon a new era of idea's and changes in the world we live in. As we analysis media in depth we will find many aspects of media which overlap and some of the smallest factors and aspects of media, which create the biggest impact on society.

The media theory associated with this case study is Uses and Gratifications. Due to various human social and psychological needs, consumers generate certain expectations presented by the media, resulting in needs gratifications (Laughey 49). With the Dove case study, cellulite is a justified problem affecting the majority of women in society. As active and intuitive media users, consumers have the right to use media,

This model serves to illustrate that media “is an integral part of the continuous process of cultural production and reproduction that characterizes everyday life.” (Steele, 556) This means that the media serves to shape values, as well as reinforce existing values and meaning that individuals attribute to their everyday

Utilizing the new sensation of technological media, with its instant projection to a broader audience base, can be both advantageous and unfavorable. As media is frequently updating

Darrin Brown, Sharon Lauricella, Aziz Douai and Arshia Zaidi composed a study focusing on the uses and grats of the aforementioned genre as a means of better understanding the relationship between television and its audiences (Brown, Lauricella, Douai, Zaidi, 2000). Blumber and Katz’s theory on uses and gratifications suggest that audience’s choose to watch certain programs as it satisfies a particular need; in other words, people use a program to gratify or please themselves (Who Watches Crime Dramas and Why?, 2012). They identified four main uses and grats: entertainment and diversion, where there is an idea of escapism; surveillance and information, where people have an urge to become more knowledgeable in a particular area; personal identity, where there is a comparison between the characters and audience members; and finally, personal companionship, where audience’s become involved with characters as if they were real (Who Watches Crime Dramas and Why?, 2012). The uses and Gratification theory assumes that audiences use mass media as an outlet for satisfying certain needs and desires (Brown, et. al, 2000). According to another group of scholars, the gratification individuals get when using such media are both social and psychological in nature (Brown, et. al, 2000). In

The controversial debate regarding whether media positively or negatively influences society increases each day. Despite the ability to connect with people worldwide or to stay informed with current events, any particular media can be detrimental to human development. Society pushes ideas through the television and web that can cause some form of attachment whether it be an emotional or physical one. The rise of dependency on media results in it transforming from a leisure activity to a habitual routine.

At the beginning of the semester, one of the first topics discussed in this class was ‘Media to me is ______.’ Upon being asked this question, I had two answers to fill in these blanks. One of these answers was ‘a way for me to learn about the world’ and the other was ‘a form of entertainment.’ After taking this course, I have formulated some new, more complex ideas on how to fill in these blanks.

Human beings have a need for self-actualization that involves growing towards courage, kindness, knowledge, love, honesty, and unselfishness. When we fulfill this need, we feel serene, joyful, filled with zest, sometimes euphoric, and generally happy. When we act contrary to our need for self-actualization, we experience anxiety, despair, boredom, shame, emptiness and are generally unable to enjoy ourselves. (Singer 327-328).

The analysis also attempts to explain the role of media activities in meeting audience needs. At the same time, this discussion will concentrate on the study of the audience, and try to summarize the universal principles of the relationship between media activities and audience.

The uses and gratification theory seeks to understand the uses of which people seek media to fulfill certain gratifications (Baran and Doris, 2006) by identifying how people utilize the media to gratify their needs and desire.

Media influence is the force by which ideas are injected into people’s lives shaping the very culture of society. This influence is masqueraded through hidden media message, resulting in a change in its audience which can be positive or negative, abrupt or gradual, short term or long term. Although mass media’s influential effect can reach a wide ranged audience as an agent of socialization the responsibility to contain what it releases has not been of importance. “The media’s socially significant obligations are formally ignored.” (A.S. Zapesotskii, 2011, p 9). Media messages can be exerted through many different outlets such as TV shows, music, movies, commercials, news, magazines, games which are all gravitated to entertain audiences ultimately offering personal gratification that can sometimes blur the lines between reality and

The worth of media is a very controversial topic. Media has given us the ability to do things in new and creative ways such as how we learn and accomplish our everyday tasks. However, we do not always know how to interpurate this information. The technology available today is constantly impacting and influencing society in tremendous ways. Many of the impacts that are accocated with media are addressed in negative ways, but can be seen from a positive perspective as well. In the current generation, media and its influences can be found everywhere. These influences widely impact today’s adolescents and maturing teenagers because they are still developing into adults. Medias purpose is not only to inform us, but to allow us to mold ourselves in how we want to be perceived online. Also, it allows us easy access to unbelievable amounts of information. Living in an era known as the “information age” is riveting, but what are we suppose to do with all of this new technology and information?

This media plan established on the common insight of their intended target market of mobile mad millennial, who uses mobile phones as their remote control to play life gaming for an average of 8-11 hours per week. Just as the purchase decision making of the marketing strategy initiates with the needs and wants of the consumers (belch & belch 2015), similarly the media strategy also requires the insights of consumers for the use of specific media to fulfill their gratification. The selection of the particular target market can be analyzed based on the Uses and Gratification theory by Blumler and Kats (1974), which suggests that audiences are actively responsible to choose their own media, based on the interpretation of their needs and integrate it with the media to fulfill their specific