Notes On Uses And Gratifications

MEDIA COM EXAM STUDY NOTES- USES AND GRATIFICATIONS reading: Uses and gratifications approach is generally recognize to be a subtraction of media personal cause look for Early history- charter the gratifications that attract and hold auditory modalitys to the kinds of media and the types of meaning that satisfy their social and psychological needs.

Early criticisms: U& group A unit;G heavy focus on the detail that it relied heavily on self-reports, was unsophisticated most the social rootage of the needs that audience bring to the media, was to a fault noncrucial of the possicle sysfunction both for self and society of ce rtain kinds audience comfort and was too captivated by the inventive miscellanea of audiences exercise to pay attention to the constraints of the text (Katz) Dispite severe limitations, capital of southernmost Carolina university exaimened effects of mass media on political behvaiour- 1948 Truman election- mass media discuss a weak role in elecition decisions compared with personal influence- withdraw IN WITH two step flow model (Katz, 1960) mid-fifties and 1960s Research childrens use of television was influenced by individual mental ability and relationships with parents and peers Mendelsohn (1964) several generalized funstions on listening to radio: companionship, bracketing the day, changing mood, counteracting loneliness, boredom, providing useful information or news, aiding social interaction. *This period conducted a shift from the traditional effects model of mass media research to a more functionalist perspective. seventies research Examined audience mo tivations and developed additional typologie! s of the uses people make of the media to recreate social and psychological needs. 1980s and 1990s U&G researcher uses the audience as a patch of departure- believing it was more beneficial to emphasize similarities than differences industrious audience disparate individuals tend to display different types and amounts of avtivity in different conference settings and at different times in the...If you want to nab a full essay, order it on our website: BestEssayCheap.com

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