Exposição seletiva: consumo das novas mídias e mídias tradicionais

Abstract

New media such as the Internet are precursors to a networked, connected and integrated society. They have technology, content and services different from those offered by conventional media. With a fluid, multidimensional, synchronic and asynchronous process, hypersegmented, hybrid and expanded to the limits of nations, new forms of mediation / social interaction and technological experiences are configured, say scholars. Although researchers establish with some precision the modus operandi of new media, such precision loses its force when we probe the experiences of its users with such technologies, because we know little about what they actually do with these media, that it can not or does not is made with the traditional media. From the perspective of “Uses and Gratifications” and with the methodological approach of Grounded Theory, we seek to determine the motivations for using the Internet. With a qualitative inductive study, we interviewed 38 individuals and established 6 categories of “Uses and Gratifications” that their users demonstrate with this new media. In addition to a literature review, we not only sediment these initial motivational concepts, as well as compare them with the motivations found in 157 articles devoted to the topic, for purposes of generalization of the categories of uses of individuals with the Internet. Secondly, these findings were also assimilated with the reasons we observed in 107 articles devoted to audience ratings of traditional media, and thus, we were able to formulate a theoretical hypothesis about the uses and experiences of individuals with new and conventional media, and how this experience could indicate trends in the future of the media. As a result, we observe that even with new functionalities and communicative possibilities, the condition of human nature that motivates the behaviors towards the media is very similar.