mass-communication-theory

AUDIENCE THEORIES: USES,
RECEPTION, AND EFFECTS
CHAPTER 9
Consider the ways we use media during a typical day. For most of us, that use is a
routine activity that takes up a considerable amount of our free time and requires
little planning. With the development of new media and with new technology
applied to old media, we can surround ourselves with powerful forms of entertainment
and information wherever we go. In the past, we could carry print media
with us, but now we can enjoy rich audiovisual media wherever and whenever we
choose. If there are empty spaces in our daily routines, we can easily fill them with
media content. We can check Facebook or we can send a text message. But why do
we use media the way we do? What are we seeking from media, and are we getting
what we want? Do media easily satisfy us, or do we constantly change our uses in
search of something more? Has the increasing availability of new media enabled us
to make changes so that media might better serve us? Or are we merely getting
more of the same delivered to us in more attractive audiovisual packages?
During the past five years, the sharing of digital media content on the Internet
has risen exponentially. Initially, this growth was driven by Internet music services
(legal and otherwise) such as Mog, iTunes, RealPlayer, Kazaa, and Morpheus. But
now the Internet is used to share movies, television programs, photos, ebooks; anything
that can be digitized can be shared. Millions of college students trade tens of
millions of digital files over the net every day.
This sharing of digital content is revolutionizing how we use media. Once we
have downloaded and stored content, we can access it any time we want using an
ever-increasing array of devices. Sales of devices for storing and playing digital
files are rising exponentially. What is going on? Why are so many people becoming
so active in their use of media that they are willing to buy expensive new forms of
technology and learn somewhat complicated media-use skills? If we are collecting,
organizing, and playing digital files, how satisfied are we with what we are doing?
Do we enjoy experimenting with the technology? Do we compete with friends to
download more files? Do we now have easy access to unusual, highly specialized
music we can’t get from a local music store (if there still is one)? Do we appreciate
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