الاستخدامات و الإشباعات المتحققة لجمهور محافظة بغداد من وسائل الإعلام الجديد و وسائل الإعلام التقليدي : دراسة مسحية مقارنة

Abstract EN

The research aims to study the uses of the audience for new and traditional media and the motives that lie behind it, and what is gratification that achieved by using every kind of media, whether traditional or new media.

To achieve this goal, the researcher studied the functions of the media (such as information, education, and entertainment).

To explore the gratification achieved by the traditional and new media in the field of functions of mass communication, and to explore the preference of audience for the types of communication medium according to achieve functions of mass media Therefore, the researcher developed a set of hypotheses to test the tendency and preference of the audience to measure the level of gratification achieved by both the new and traditional media and range of success for each of them in accomplish of communication functions toward audience.

The hypotheses developed by the researcher are: The first hypothesis: "The audience tends to the new media for gratification the needs related to knowledge" The second hypothesis: "The audience tends to the new media with regard to gratification the needs related to education" The third hypothesis: "The audience tends to the new media for gratification the needs related to entertainment" The fourth hypothesis: "The audience tends to the new media for gratification the needs related to the latest news and news coverage" The fifth hypothesis: "There are differences of statistical significance between the age categories, as younger age category tend to the new media, while older age category tends to traditional media" The sixth hypothesis: " There are differences of statistical significance between exposure to the new media and the characteristic of interaction and participation" The Seventh Hypothesis: There are differences of statistical significance between exposure to the new media and the freedom of expression" The eighth hypothesis: " There are differences of statistical significance between exposure to the new media and the ability to access the sources of information" The Ninth Hypothesis: " There are differences of statistical significance exposure to new media and ease of use it" The final results indicate that all hypotheses is truth, as the audience prefer the new media because of its ability of achieve all mass media functions: inform, education, entertainment, access to information, and The final results of the research confirmed truth of the fifth hypothesis that is the younger age category prefer new media.