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McQuail's Typology of Common Reasons
for Media Use
- Information
- Finding
reinforcement for
personal values
- Seeking advice on
practical matters or
opinion and
decision choices
- Satisfying
curiosity and
general interest
- Learning;
self-education
- Gaining a sense
of security
through
knowledge
- Finding
reinforcement for
personal values
- Entertainment
- Escaping, or
being diverted,
from problems
- Relaxing
- Getting
intrinsic cultural
or aesthetic
enjoyment
- Filling time
- Emotional
release
- Sexual arousal
- Escaping, or
being diverted,
from problems
- Intergration &
Social Interaction
- Gaining insight
into
circumstances
of others; social
empathy
- Identifying
with others and
gaining a sense
of belonging
- Finding a basis
for
conversation
and social
interaction
- Having a
substitute for
real-life
companionship
- Helping to
carry out social
roles
- enabling one to
connect with
family, friends
and society
- Gaining insight
into
circumstances
of others; social
empathy
- Personal Identity
- Finding
reinforcement
for personal
values
- Finding models
of behaviour
- Identifying with
valued other (in
the media)
- Gaining insight
into one's self
- Finding
reinforcement
for personal
values
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