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- W164171876 abstract "Mass media has been used extensively in support of agricultural extension,diffusion of information technology, social reforms, education, and healthawareness. Apart from media's advancement and capabilities, the social andenvironmental circumstances that lead the Semelai heads of households to turnto the mass media in order to gratify their cognitive needs are little understood.Therefore this study was conducted to determine how the Semelai heads ofhouseholds use radio and lV to acquire and gather information that they need togratify their cognitive needs which will enable them to present the information in apredictable manner, to define problems, and to seek solutions to them. Therespondents for this study are the Semelai heads of households in Tasek Bera,Pahang. The sample size for this study is 266, based on the number of Semelaihouseholds in Tasek Bera, Pahang.The findings revealed that radio programmes were believed to possess thecharacteristics of keeping their listeners up-to-date on current issues and eventsand making them understand ways of life, while N programmes werebelieved to possess the characteristics of keeping their viewers up-to-date oncurrent issues and events, and giving them brief accounts of many issues. Forthe evaluations made. on the media programmes, findings revealed that radiolisteners felt that it was good for radio programmes to have features such ascurrent events, issues and making people understand ways of having a goodlife, featured in their media programmes. The same features would also be bestincluded in TV programmes. Findings on the gratifications sought and obtainedfrom radio and N programmes revealed that listeners and viewers tuned in andwatched development, political and health programmes to gratify their cognitiveneeds.Correlations and hierarchical regression were done to determine therelationships of beliefs and evaluations with gratifications obtained and whethergratifications obtained influenced the listeners'/viewers' beliefs and evaluations ofmedia programmes. The findings of the study revealed that the gratificationsobtained were strongly related to the beliefs of media attributes but were notrelated to evaluations of those attributes. The belief component correlated morestrongly with gratifications obtained than with the evaluation component becausegratifications obtained should provide feedback to influence the belief that radioand TV actually possessed certain attributes but should not affect more stableevaluations of those attributes." @default.
- W164171876 created "2016-06-24" @default.
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- W164171876 date "2005-11-01" @default.
- W164171876 modified "2023-09-26" @default.
- W164171876 title "The Use Of Electronic Media To Gratify Cognitive Needs Among The Semelai Heads Of Households In Tasek Bera, Pahang" @default.
- W164171876 hasPublicationYear "2005" @default.
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