Persuasion in the Media Age. 2nd Edition. By Timothy A. Borchers. 2005, 2002. McGraw-Hill: NY
“…research suggests that media have only a limited influence on us.” p56
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Psychological Aspects of Cyberspace. Theory, Research, Applications. 2008. Edited by Azy Barak. New York: Cambridge University Press
“Traditional studies of uses and gratifications used five clusters of needs that media could fulfll: cognitive, affective, personal integrative, social integrative, and diversion needs (Rulsin, 1986)…
1. Cognitive needs represent the intrinsic desire for information acquisition, knowledge and understanding.
2. Affective needs related to emotional experiences and intrinisic desire for pleasure, entertainment, and aesthetics.
3. Personal Integrative needs that derive from individuals’ desire to appear credible, be perceived as confident, and have high self esteem.
4. Social Integrative needs are affiliation needs where the individual wants to be part of a group to have a sense of belonging
5. Diversion needs, which relate to the need for escape and diversion from a problem and routines.” p254
