Graduate Students of Kasetsart University

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The basic assumption of the Uses and Gratifications Theory is that audience members more or less actively seek the content that seems to be the most gratifying. The degree of perceived gratification depends on the needs (and interests) of the individual Blumler (1985). The more individuals perceive that the content is need – fulfilling, the greater the chance that they will choose it. Based on a presentation of the approach by Blumler et al. (1974), the model is shown in the following figure. It is noteworthy that the most uses and gratification models exclude the sender element of the mass communication process. Typically the start with the factors that contribute to the selection of media content by audience members (Orrawan, 1990). There are social and psychological origins of Needs, which generate Figure 1A model of the Uses and Gratification approach Source: Blumler et al. (1974) Windahl, et al. (1992) also mentioned about the elements of the uses and gratifications model as following: Gratification Expectation of the mass media or other sources, which lead to Differential patterns of media exposure Resulting in need gratification And other (often unintended) consequences Receivers are guided by their perception of what may be the outcome of consuming a certain message. Ideally the act of receiving should be gratifying. The gratification, the need-fulfillment, may be immediate or delayed. 39
Due to the Uses and Gratification theory and the concept of mass media exposure mentioned earlier, there is the conclusion that because of the receivers’ different needs, they will determine what information they need to receive and which media they should select to receive the information to serve their needs. Consequently, they will behave seeking information by going through a selective process in order to receive the chosen information to satisfy their needs and for their gratification. Therefore these mentioned theories and concepts are related to this research which aims to study the types and characteristics of information that the graduate students need to receive from the Graduate Students Organization Journal. 1.2 Audience Analysis Nilan (1986) had told it's important to determine which of the four categories just discussed the potential readers of your document belong to, but that's not the end of it. Audiences, regardless of category, must also be analyzed in terms of characteristics such as the following: 1. Background-knowledge, experience; One of your most important concerns is just how much knowledge, experience, or training you can expect in your readers. If you expect some of your readers to lack certain background, do you automatically supply it in your document? Consider an example: imagine you're writing a guide to using a software product that runs under Microsoft Windows. How much can you expect your readers to know about Windows? If some are likely to know little about Windows, should you provide that information? If you say no, then you run the risk of customers' getting frustrated with your product. If you say yes to adding background information on Windows, you increase your work effort and add to the page count of the document (and thus to the cost). Obviously, there's no easy answer to this question--part of the answer may involve just how small a segment of the audience needs that background information. 2. Needs and interests: To plan your document, you need to know what your audience is going to expect from that document. Imagine how readers will want to use your document; what will they demand from it. For example, imagine you are writing a manual on how to use a new microwave oven--what are your readers going to expect to find in it? Imagine you're under contract to write a background report on global warming for a national real estate 40
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 and 44: 2a. If your printer prints on the u
Page 45 and 46: 1. Extrinsic Uncertainty Individual
Page 47: Individuals use the information rec
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
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Wijakkhana, O. 1990. The Media Expo
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Part 1 : Demographic Questionnaire
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2.2 Please choose () the level of y
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BIOGRAPHICAL DATA Name : Mr. Preeda
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Graduate Students of Kasetsart University

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