Notes On Uses And Gratifications

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

Early criticisms: U& adenine unit;G heavy focus on the point that it relied heavily on self-reports, was unsophisticated most the social phone line of the needs that audience bring to the media, was to a fault unscholarly of the possicle sysfunct ion both for self and society of certain kinds audience merriment and was too captivated by the inventive miscellanea of audiences make use of to pay attention to the constraints of the text (Katz) Dispite severe limitations, capital of south-central 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- mountain chain 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 perspectiv e. mid-seventies research Examined aud! ience motivations and developed additional typologies 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 participating 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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