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Abstract

The communications tradition began to form during years of upheaval in the first half of the 20th century and it grew in means of content and fields of practice, at pace with the developments in communication technologies. Under the shadow of the world wars, studies of the first era debated various aspects of media effects over the concept of propaganda; the 1960’ies gave precedence to the audience at the expense of media effects. With time, the importance attributed to audience demands and likings was criticized which led to an attempt to explain -in an empirical tradition- audience attitudes in a new kind of relation. While uses and gratifications research was going on, the media and audience relationship opened to itself a new field around the asymmetric concept of addiction. Arising within the uses and gratifications tradition, the media addiction model built its own tradition in parallel with the changes in communication technologies. Soon, many media effects and uses and gratifications research began from the perspective of addiction. By focusing on the transition stages from the uses and gratifications model to media addiction, our aim was to shed light on the developments in media studies in relation to changes in social systems and technological progress

Keywords

• communication research, audience, usage and gratifications, media addiction

İZLEYİCİ ARAŞTIRMALARINDA DEĞİŞİM: KULLANIMLAR VE DOYUMLARDAN BAĞIMLILIĞA

Abstract

20. yüzyılın ilk yarısında etkili olan siyasi kriz yıllarında oluşmaya başlayan iletişim geleneği, yeni iletişim teknolojileriyle birlikte içerik ve uygulama alanlarını geliştirmiştir. İlk dönem araştırmalarda büyük savaşların da etkisiyle propaganda kavramı üzerinden medya etkilerinin boyutları tartışılırken, 1960'lı yıllarda izleyici öne alınmış, medya etkileri sınırlı biçimde işlenmiştir. Kullanımlar ve Doyumlar Modeli (K&D) ile izleyici ihtiyaç ve beğenilerine atfedilen önemin zamanla eleştiriye uğraması, ampirik gelenek içerisinden izleyici tutumlarını yeni bir tür ilişki ile açıklama girişimini ortaya çıkarmıştır. Bir taraftan K&D araştırmaları devam ederken, diğer taraftan medya-izleyici ilişkisi simetrik olmayan bağımlılık kavramı etrafında kendine yeni bir alan açmıştır. K&D geleneğini kullanan Medya Bağımlılığı Modeli, teknolojik ilerlemeye paralel olarak iletişim sistemlerindeki dönüşümle birlikte kendi geleneğini oluşturmuştur. Etki ve K&D araştırmaları, bir süre sonra medya bağımlılığı perspektifinde ele alınmaya başlanmıştır. Dolayısıyla bu çalışma, toplumsal sistemlerdeki dönüşüm ile teknolojik ilerlemeye bağlı olarak gelişen medya araştırmalarının seyrine ışık tutmakla birlikte, K&D modelinden medya bağımlılığına geçişin aşamalarına odaklanmaktadır.

Keywords

• İletişim araştırmaları; izleyici; kullanımlar ve doyumlar; medya bağımlılığı

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