Basic Assumption of the Uses and Gratification Theory 3 2.2 Main Theorist behind the Uses and Gratification Theory 4 3.0 Historical Development of the Theory 6 4.0 Content of the Theory 8 4.1 Definition of Uses and Gratification Theory 8 4.2 Application of theory to Mass Communication Issues 8 4.3 The Internet 9 5.0 Strengths & Weakness of the Theory 10 5.1 Strengths of Uses and Gratification Theory 10 5.2 Weakness of Uses and Gratification Theory 11 5.0 Opinion and
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The uses and gratifications approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage‚ exposure‚ and effects. However‚ while the uses and gratifications approach has been applied regularly to traditional media‚ research explaining why people use new social media networks as well as the gratifications they obtain from them is scarce at best. This thesis provides a comprehensive overview of the uses and gratifications approach as well
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Avie Jones April 24‚ 2011 COM-126 Comm. and the Media Toni Bower Uses and Gratifications Theory Applied to Religious Programming First I have a reaction to the article “Why do people watch religious television”. In addition‚ it gave way to thinking of what other research could be performed on programming using the uses and gratifications approach. The article also included the topic of “reactionary” usage of religious programming‚ which is programming that people watch when there is
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THEORETICAL BACKGROUND Uses and Gratifications Theory The purpose of this current study is to apply the principles of Uses and Gratification to see how Emerging Adulthood deal with their gratification. A core assumption of uses and gratifications studies is that audience members are active and goal-oriented in their selection of media use behaviors (Baran & Davis‚ 2014). This active audience is free to interact with the media and interpret messages received based on their need and motivation. Members
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The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media. It says that users take an active part in the communication process and are goal oriented in their use of the media. Blumer and Katz suggest that media users seek particular sources that best fulfills their needs and that they must make choices to satisfy these needs. Throughout my reading of “Why Do People Watch Religious TV?: A Uses and Gratifications
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needs and use of the media. The media serves a certain purpose in the article. With the use of the Uses and Gratifications theory this essay will explore and analyse the media’s role in within the context of the article‚ whose needs the media satisfy. Whether the media played in favour of government interest or gave a voice to the people of South Africa. This piece will also aim to place into context the media’s role leading up to the article’s occurrences. The Uses and Gratifications Theory emerged
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Introduction By looking at the media theories discussed before 1840s‚ it is obvious to find these theories tend to look at media effects from the standpoint of the media‚ while the power of audience in the media consumption process has been overlooked. With the development in effects research‚ scholars became more and more aware of the role that audience members play in mass communication. Uses and gratifications (U&G) altered the typical logic of media impact and moved the research focus from media-centered
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Research Proposal for the Application of the Uses and Gratifications Theory Purpose: For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook‚ Twitter) and other new types of media in order to strengthen‚ modify or enhance parasocial relationships people develop with characters on television. My research will be done in the form of a non open-ended survey‚ providing yes
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Key Theory/Concept #1:Uses-and-Gratifications Model According to Dominick‚ the Uses-and-Gratifications Model posits that audience members have certain needs or drives that are satisfied by both non-media and media sources. The uses and gratifications then can be classified into six categories‚ one of which is cognition‚ which means the process of knowing something. The new media enables the government to provide services online‚ which boosts convenience for the people. For example‚ people living
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Introduction- Uses and gratification theory The Uses and Gratifications Theory is a famous approach to understanding mass communication. It is an audience-centered approach to media study focusing on the uses to which people put media and the gratifications they seek from that use. (Baran‚ S.J.‚ Daris‚ D.K.‚ 2006) It emphasizes the audiences rather than the actual message because it more focuses on what audiences will do with the media instead of what media does to the people. Blumler and Katz’s Uses and Gratification
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