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Author : Phillip Palmgreen, J.D Rayburn II
Abstract :
Using a discrepancy model, this study contrasted the gratification sought from television in general with gratification that respondent perceived they obtained, or would obtain, from public television ( PTV). Information was gathered through telephone interviews of random sample of heads of households, both viewers or nonviewers of public television, in Lexington, Kentucky. Data were gathered on the respondent’s educational and income level, the number of children living at home, the number of televisions in the household, and what members of the household made the viewing decision.

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This study has two interrelated objectives. The first is to explore the factors and mechanisms that might influence people’s internet using behaviors. The second aim is to uncover the relationships between uses and gratifications of internet and social economic factors among Taiwan, Hong Kong and China.

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Louis Leung, Ph.D. conducted a research about the interrelationship among stressful events, motives for Internet use, social support, and the use of Internet among a sample of adolescents and children aged 8 to 18. The results show that the stressful life events are significantly associated with the consumption of the Internet for mood management (such as entertainment and information seeking) and social compensation (such as recognition gaining and relationship maintenance ) motives.

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Thomas e. Ruggiero argue that Uses and Gratifications Theory that any attempt to speculate on the future direction of mass communication theory must seriously include the uses and gratifications theory. Later, Thomas discuss about the brief history of uses and gratifications theory through decades alongside with the strength and weakness on the communications scholars theory about Uses and gratifications. And from there, he bring us to 21th century, how uses and gratifications theory used in Internet as the new media.

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E-book ini membahas mengenai kritik terhadap Paradigma Dominan dalam Pendekatan Komunikasi. Pada era pasca Perang Dunia 2 negara-negara maju mulai menilik negara-negara berkembang. Gerakan-gerakan untuk menolong negara-negara berkembang untuk maju mulai dilakukan. Bantuan-bantuan modal dan inovasi teknologi mulai dilakukan.

Negara-negara maju seperti Amerika menghembuskan ide untuk menyebarkan propaganda Demokrasi dan pengembangan media massa sebagai jawaban atas "keterbelakangan" yang dialami oleh Dunia Ketiga. Tapi melalui penelitiannya, Daniel Lerner menyimpulkan bahwa gerakan ini gagal. Dan mengkorelasikan dunia ketiga sebagai "negara-negara terbelakang".

Dalam e-book ini diungkapkan kritik atas pemikiran dan ideologi yang disebarluaskan oleh Negara Maju sebagai solusi permasalahan dunia ketiga juga kritik atas pendekatan-pendekatan serta penelitian-penelitian yang dilakukan oleh sarjana-sarjana dari dunia maju pada tahun 50-an tersebut.

Lebih lanjut lagi, membahas kenapa Demokrasi dan penyebarluasan media massa sebagai agen pembangunan gagal di beberapa negara berkembang ? Apa sebenarnya persoalan dan kendala yang terjadi di dunia berkembang ? Apa solusi terbaik yang seharusnya dilakukan oleh negara berkembang dan negara maju untuk persoalan-persoalan itu ?