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Choice and Preference in Media Use: Advances in Selective by Silvia Knobloch-Westerwick

By Silvia Knobloch-Westerwick

Mediated messages flood our day-by-day lives, via nearly never-ending offerings of media channels, genres, and content material. although, selectivity determines what media messages we attend to and concentrate on. the current e-book examines the standards that impact this selectivity.

Seminal books on selective media publicity have been released in 1960 through Klapper and in 1985 by way of Zillmann and Bryant. yet an built-in replace in this study box is way wanted, as rigorous selective publicity examine has flourished within the new millennium. within the contexts of political verbal exchange, well-being verbal exchange, net use, leisure intake, and digital video games, the an important query of ways members decide on what content material they eat has garnered a lot awareness. the current e-book integrates theories and empirical facts from those domain names and discusses the similar examine methodologies.

In gentle of the ever-increasing abundance of media channels and messages, selective publicity has develop into extra very important than ever for media affects. This monograph offers a complete evaluation of the study on selective publicity to media messages, that's on the middle of conversation technology and media results. it truly is required examining for media students and researchers, and delivers to persuade and encourage destiny learn.

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Yet oftentimes, it will be hard to truly determine whether internal or external events evoked a media choice. The rationales of cognitive dissonance, salience-guided selection, and informational utility include both aspects in describing media selection processes. 26 Overarching Terms and Theories Rational Choice The uses-and-gratifications approach within communication research has built on expectancy-value models (as mentioned in Chapter 1) and ideas on rational choice (see Chapter 3). In rational choice theories, individuals are seen as motivated by personal needs or goals expressed in their preferences.

The selective exposure paradigm was presented and contrasted with other research approaches within communication science. , Nabi & Oliver, 2010; Slater, 2007). As cornerstones of the paradigm, it postulates low awareness of media choice motivations and emphasizes behavioral observation of media selections along with experimental designs. Next, Chapter 2 outlines general theories from various academic disciplines, as they pertain to selective exposure to media. 2 THEORIES RELATING TO SELECTIVE EXPOSURE The following overview of pertinent theories to explain why individuals seek media exposure to attain information or entertainment effects serves as a general outline.

Mood management theory claims, in essence, that we always try to improve our moods in hedonic valence. However, a hedonically optimal mood is not desirable under all circumstances. Before taking a test, ecstatic bliss does not seem to foster the concentration required, although such an enjoyable state is definitely preferable in the short run compared to tension typically associated with test situations. Also, distraction from noxious obligations may be luring but is dysfunctional due to possible social punishments.

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