Motivation

Abstract

The motivational question in media research tries to reach beyond the simple description of who is doing what in which kind of situation; it rather attempts to explain why things are done as they are done. This entry systematizes various answers to the question of why users turn to media, how they differ with regard to the circumstances under which they want to be entertained or informed, and why it is rewarding for them to be engaged with media content. The entry describes different perspectives as to why people turn to media and explains the motivational roots of engaging with media from an intentionalist and from an objectivist perspective. It concludes with an application of established theories of motivation to new forms of media (e.g., social media and mobile media).