Uses, Gratifications, and Beyond: Toward a Model of Motivated Media Exposure and Its Effects on Risk Perception

This study proposes a theoretical model postulating the impact of audience motivation on risk perception. Drawing from uses and gratifications theory and differential impact hypothesis, the model consists of 5 major propositions. First, an overarching proposition postulating the capacity of audience motivation to serve as a mental frame on media exposure is proposed. Surveillance motivation is postulated to influence social risk perception, whereas enjoyment motivation is postulated to influence personal risk perception to a greater extent. Moreover, the model predicts that mixed motivation of surveillance and enjoyment will result in similar degrees of both social and personal risk perceptions. Lastly, the effect of personal salience on the proposed influences is presented. Theoretical and practical implications of the model are discussed.