Oing to the movies: a uses and gratifications perspective.

A research report uses a standard format with the major sections:

Introduction
Methodology
Results and Discussion
Conclusion
Works Cited

The introduction is based on your background reading and provides a context for the information gathered from the focus group and survey. So it should give a summary of the relevant information from the readings. It should also set out the purpose of the research (to find out what you fellow students get out of going to the movies) and give the essentials of your research method and the main findings. For example: A survey and a focus group discussion revealed that most people go to the cinema to escape from the drudgery of their everyday lives. It seems that the life of a student is one of unrelieved work and study, and the movies provide a brief moment of pleasure in the midst of the daily grind.It is usually easier to write the introduction when the rest of the report is finished.

The methodology section describes the theoretical framework of the research and the method used to gather information. We are using Uses and Gratification theory so this section should briefly explain it use the material given here or look up additional references. Similarly use the information given here to describe the use of a focus group and a survey questionnaire, or get additional information from any book on research methods in media.

The results and discussion section gives the results from the survey, quotes from the focus groups, and your analysis of what these mean. Use references to support your analysis here. You can use tables or graphs or images to present the information.

The conclusion sums up the information in the results and discussion. It gives the answer to the research question What are the uses and gratifications of cinema attendance for FMCS1000 students?”

Works cited gives the references that you used in the report. Use Citation Machine or another citation tool to get correct referencing style.

!! IMPORTANT Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy particular needs. UGT is an audience-centered approach to understanding mass communication. UGT focuses on What do people do with media?or What do they get out of the consumption of particular media”. (McQuail, 2010)

McQuail (2010) grouped the goals for media use into five categories. The audience wants to:

be informed or educated
identify with characters
be entertained
enhance social interaction
escape from the stresses of daily life.

Proposing that media users are deliberate, active selectors of communication media, Blumer and Katz (1974) believed that uses and gratifications is grounded in the idea that users have certain reasons for selecting media and intentionally choose a certain message source that best fits their own personal needs. The theory proposes that audiences have numerous media options to choose from and suggests that the reasons for selecting a specific media will vary from user to user (Blumer & Katz, 1974).

McQuail, Denis (2010). Mass communication theory: an introduction. London: Sage Publications. pp. 420a 430.
Blumler, J. G. & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. CA: Sage.



Sources of information.

There are two main sources of information for your research project:

Reading a on moviegoing, multiplexes and cinema audiences
Research
focus group
survey.