Uses And Gratification Theory Free Essays.
Uses And Gratification Theory. 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.Start writing about uses and gratification theory essays with our best example essay. Find out more about uses and gratification theory essays.This paper was aimed at clarifying the links between Uses and Gratification Theory (UGT) and Knowledge and Information Science in both traditional and modern contexts.
Uses and Gratifications Theory Katz, Blumler and Gurevitch pioneered the Uses and Gratification Theory in 1974. But according to McQuail (2010), the theory could be traced from the early 1940’s when researchers started investigating why people listen to popular radio programmes and why they read newspapers daily.While uses and gratification model provides a useful framework for thinking about audience’s relationship with the media, critics question the fundamental structure of this theory. Researchers who are in support of media effects theories for example, questioned the notion of gratification itself, which in a way could be seen as a “media effect”. It was also argued that this approach.
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