Why People Watch Television Uses and Gratifications Theory
The results of the study revealed that most of the participants watch television during primetime and Sunday morning and for 2.3 hours, and that top television shows that viewers watch are sermons, followed by news-magazine shows and talk shows. The respondents affinity to television viewing is low, which means that they do not view the activity as particularly important in their lives. The primary motives for television viewing among the participants are information-learning, dissatisfaction with other media, and spiritual guidance. Overall, Abelmans conclusions are such that (1) the audience is selective of the kinds of television shows that they watch based on purpose, (2) the audience watch television as a ritualized activity, and (3) the audience watch television as a response or reaction to other undesirable television programs.
The outcomes of Abelmans conclusions were both expected and unexpected. I have expected that viewers who watch religious shows purposely do so in order to hear the word of God or participate in fellowship with other people who share their faith. My assumptions are based on my previous perceptions, that religious shows, being confined in a regulated platform may only be attracting viewers who support the goals of these kinds of shows. Unlike other televisions shows and channels that cater to specific viewer populations, religious television shows are understandably for individuals who share the same faith as with the people in these shows, whereas other television shows, such as sitcoms may be for adults, teenagers, believers, non-believers, and such. The targeted audience of religious shows, on the other hand, is specific, which is why it was surprising to learn that other viewers do not watch these kinds of shows for the genuine motive of listening to sermons, learning religion, etc.
The other two conclusions that revealed the viewers as engaged in a ritual and reactionaries to undesirable television programs by watching religious shows were surprising. Assuming that most people are knowledgeable of the platform and themes in religious shows, I was expecting that people who purposely watch these shows are motivated by their personal desire to learn about religion and the religious life, understand the Word of God, and join in fellowship services. Treating religious shows as a ritual television viewing activity and as a diversion from other undesired television shows seem unlikely due to the number of other television shows and channels that are available especially with cable subscriptions.
However, considering the concepts underlying the uses and gratifications theory, understanding that viewers have various motives or purposes in watching television shows, even for the most unlikely reasons, are possible. The uses and gratifications theory explicates that the value and meaning of television shows change depending on the motives and interests of its viewers. Television viewers who seek information and spiritual guidance render religious shows as valuable channels for religious worship and sharing. Television viewers, who perceive religious shows as part of their viewing ritual during Sunday morning, or those who change channels to religious shows to avoid watching other shows, do not necessarily watch the shows intently for learning purposes. In these cases, the viewers do not grasp the messages transmitted to the audience by religious television networks.
My assumptions in television viewing of religious shows also apply to home shopping shows or networks. Many television channels cater to home shopping, advertising various kinds of products that would appeal to a diverse audience, such as beauty products, kitchen utensils and appliances, gardening tools, exercise machines, and so on. Initially, I would assume that viewers who watch home shopping shows or networks are interested in purchasing products for their own use. However, considering the uses and gratification theory, television viewers may have multiple motives or purposes in watching shopping networks.
If the same study that Abelman conducted was conducted to understand why people watch shopping networks based on the uses and gratification theory, I think the results will be similar. The act of watching shopping channels will not simply elicit purchasing decisions on the part of the viewers, but other motives for watching as well. Probable motives for watching shopping channels may include gaining a guide for consumer purchases in the future, learning new information in new products and innovations, entertainment, to pass the time in between television shows that viewer really wants to watch, out of habit, to make judgments or air opinions about the products being advertised, to treat is as an alternative for window shopping or actual shopping in stores, for convenience, for social interaction, and so on.
In the study, Abelman mentioned that people watch religious television shows as a reaction to non-secular shows. Reactionary television viewing is also evident in reality shows, if the motives and purposes of viewers are based on the uses and gratification theory. If we point out the difference between fiction and reality television, then we may be able to understand how the viewership for reality television is a reactionary mechanism from the audience. The primary argument is that viewers may have grown weary of the falsehood in television shows that were based on fiction and are not in touch with reality, such that their reaction is to resort to watching reality television shows. Thus, reality television shows may not only be attracting viewers who are genuinely fascinated by the genuine interaction in reality television, but also other viewers who are seeking to be in touch with reality and not be fed with fiction when watching television.
Categories:
0 comments:
Post a Comment