the study of radio and its role in the communication of ideas. Ulilization of mass communication by the individual. UGT is an audience-centered approach to understanding mass communication. Also this theory is contradictory to the magic difference between research proposal and concept paper bullet theory which states the audience is passive. Thus, this theory preaches functionalism from the point of view of theaudience rather than the also differs from other audience theories like the Cultivation theory 4 and theSocial Modeling theory 5 (Bandura, 1976: 204).
Submitted to the Facu lty of Social Sciences in partial fulfillment of the requirements. Research papers on risk management pdf impact of tourism on enviro nment essay writing ravinder kumar research paper on thermal power. In this article we will discuss the uses and gratification theory. We will also learn the five needs and gratications of media and it s criticism. This essay has been submitted to us by a student in order to help you with your st udies.
Uses and Gratification Theory - UK Essays
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Media gratifications research : 137. These theories are discussed below in relation with the present study in brief. Essentially, the theory states that heavy exposure to mass media namely television creates and cultivates attitudes more consistent with a media conjured version of reality than with what actual reality. People tend to relax watching TV, listening to radio and for satisfying their need for entertainment there by relaxing from all the tension, people watch films, films on TV etc. E.g.: Thats why some watch news to relax and some get more tension by watching news, Program is same but people use it for different needs. "An examination of factors related to sex differences in enjoyment of sad film". London, Thousand Oaks, New Delhi: Sage Publications. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. Journal of Personality and Social Psychology. McQuail,., Blumler,. Current thinking also suggests that audience activity is best conceptualized as a variable construct, with audiences exhibiting varying kinds and degrees of activity." 9, assumptions of the theory edit, unlike other theories concerning media consumption, UGT gives the consumer power to discern what media they.
If GO is greater than GS then there will be more audience satisfaction. 25 Similarly, besides information seeking, users who share news are motivated by U G of socializing and status seeking, especially if they have had prior experience with social media. Parasocial relationships : Consumers of entertainment media sometimes use it to gratify a need for social connection by becoming very attached to characters seen in entertainment media, such as characters in a TV show or newscasters.
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