Graduate Students of Kasetsart University

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1. Selective Exposure or Selective Attention Depending on the individuals’ needs and interests, the audience will utilize media or select to receive information from many sources in order to search for the information that relates to their attitudes, interests and opinions. If the information is in conflict with their attitudes or opinions, they will feel unsatisfied and confused. 2. Selective Perception and Interpretation After the first stage, once individuals receive information from whatever source, they will choose to perceive and interpret the information according to their own experiences. They will perceive and interpret the information, which they understand according to their attitudes, experiences, beliefs, needs, and their own motives. 3. Selective Retention After individuals choose to perceive and interpret information, they tend to remember only the information that goes along with their interests, needs, attitudes and beliefs. Meanwhile they forget information that is different or doses not go along with the interest, needs, attitudes and beliefs. As for the reason why individuals choose to follow their interests or direct their attention to receiving information from the media, there are some studies that have been concluded by several researchers as follows: Atkin (1973) had developed a study called “Information Seeking” to conclude that individuals will seek information because they want to satisfy their needs – receiving information and entertainment. They can collect information to help reduce their uncertainties, which can be categorized as follows: 35
1. Extrinsic Uncertainty Individuals will need to receive information about things surrounding them as they feel that they do not have adequate information and want to know more about those things. The more important information, the more audiences need to receive it. 2. Intrinsic Uncertainty Individuals will need to receive information that is related to their interests. When the audiences are interested in something, they will feel that their existing information in insufficient. Hence, they have to seek more information by seeking other sources. Atkin (1973) concluded that individuals utilize the media in order to receive information and use the information to fulfill their needs which are: 1. Cognitive need Receivers utilize the media as they want to receive information and gain more knowledge and better understanding about things surrounding them. experiences. trusted by others. 2. Affective need Receivers utilize the media in order to have emotional satisfactions or 3. Integrative need Receivers utilize the media as they want to be confident, confirmed and 36
Page 2: THESIS SATISFACTIONS OF KASETSART U
Page 5 and 6: TABLE OF CONTENTS Page LIST OF TABL
Page 7 and 8: LIST OF TABLES Table Page 1 Demogra
Page 9 and 10: LIST OF FIGURES Figure Page 1 A mod
Page 11 and 12: Kasetsart University graduate stude
Page 13 and 14: Expected Outcome The research findi
Page 15 and 16: CHAPTER II LITERATURE REVIEW This r
Page 17 and 18: Mass Communication Mass Communicati
Page 19 and 20: Forms of Mass Media Electronic medi
Page 21 and 22: method of using engraving tools on
Page 23 and 24: potential sales in each market and
Page 25 and 26: 1) Broadsheets: 600mm by 380mm (23
Page 27 and 28: The future of newspapers is cloudy,
Page 29 and 30: In the mid 15th century books began
Page 31 and 32: share most books through a public l
Page 33 and 34: ange from very small to very large-
Page 35 and 36: of Henry VIII. (1509). Before that
Page 37 and 38: - A publication issued in successiv
Page 39 and 40: follow; 2. Mechanical reproduction
Page 41 and 42: 1. Write the text normally, as desc
Page 43: 2a. If your printer prints on the u
Page 47 and 48: Individuals use the information rec
Page 49 and 50: Due to the Uses and Gratification t
Page 51 and 52: often overlook the need to include
Page 53 and 54: Once you have an idea of who your a
Page 55 and 56: careful, it can also cause us to wa
Page 57 and 58: Although the three approaches are o
Page 59 and 60: 2. Identify the particular problems
Page 61 and 62: that expert users want shortcuts or
Page 63 and 64: Figure 2 Sample Audience Analysis C
Page 65 and 66: Often information is viewed as a ty
Page 67 and 68: Looking at us as a species that exi
Page 69 and 70: Thomson and Philips (1995) studied
Page 71 and 72: Conceptual Framework Independent Va
Page 73 and 74: CHAPTER III RESEARCH METHODOLOGY Re
Page 75 and 76: Highest = 5 High = 4 Medium = 3 Low
Page 77 and 78: Table 1 (Contd.) (n=385) Demographi
Page 79 and 80: Part 2: Satisfaction of Kasetsart U
Page 81 and 82: With reference to Table 2, and acco
Page 83 and 84: Table 5 Graduate Students’ Level
Page 85 and 86: Table 6 (Contd.) Context 76 (n=385)
Page 87 and 88: Part 3: Relationship between Kasets
Page 89 and 90: Results of the hypothesis test indi
Page 91 and 92: CHAPTER V CONCLUSIONS AND RECOMMEND
Page 93 and 94: Hypothesis 2: There is a significan
Page 95 and 96:
These, it could be concluded that t
Page 97 and 98:
Dominick, J. R. 1996. The Dynamic o
Page 99 and 100:
Wijakkhana, O. 1990. The Media Expo
Page 101 and 102:
Part 1 : Demographic Questionnaire
Page 103 and 104:
2.2 Please choose () the level of y
Page 105:
BIOGRAPHICAL DATA Name : Mr. Preeda
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Graduate Students of Kasetsart University

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