Movie viewing habits of journalism students from the perspective of utility and gratification theory
Abstract
Filmovi su najpopularniji i najposećeniji kulturni program u Srbiji. Prema istraživanju Zavoda za proučavanje kulturnog razvitka, najveću grupu publike u Srbiji, čini bioskopska publika. U radu se film posmatra kao medij, ali i kao medijski sadržaj, koji ima svoju aktivnu publiku. Navike gledanja filmova studenata novinarstva Filozofskog fakulteta Univerziteta u Nišu, posmatraju se iz perspektive teorije koristi i zadovoljstva, a potrebe čija se zadovoljenja istražuju u radu su kognitivne, afektivne, lične integrativne, društvene integrativne i potrebe za otpuštanjem napetosti. Suština teorije koristi i zadovoljstva je prelazak moći iz ruku pošiljalaca, u ruke primalaca poruka. Prestaje da bude važno šta pošiljilac poruke želi da postigne, već koje koristi i zadovoljstva imaju recipijenti medijskog sadržaja. Publika postaje „aktivna“, a postavka „šta mediji čine sa ljudima“ pretvorila se u „šta ljudi čine sa medijima“. Istraživanje je sprovedeno tokom januara 2023. godine i obuhvatilo je 138 studenata novinarstva, sa sve četiri godine osnovnih studija. Za potrebe istraživanja kreiran je poseban upitnik kao instrument prikupljanja podataka, a dobijeni podaci obrađeni su pomoću programa za statističku obradu podataka SPSS. Rezultati istraživanja pokazuju da je gledanje filmova učestala aktivnost za studente novinarstva, da filmove gledaju najčešće preko interneta, na računaru i/ili mobilnom telefonu, da većina studenata novinarstva u bioskop odlazi sa prijateljima, a kao najčešći razlog odlaska u bioskop, studenti novinarstva navode zabavu i druženje sa prijateljima, partnerom ili porodicom. Komedija je najčešći filmski žanr, koji studenti gledaju u bioskopu, a mišljenje prijatelja i poznanika je najčešći razlog izbora filma za gledanje. Rezultati istraživanja još pokazuju da studenti novinarstva gledajući film najviše zadovoljavaju afektivne potrebe i potrebe za otpuštanjem napetosti, a najmanje lične integrativne potrebe.
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