Uses and Gratification Theory & Aplication of the theory
Uses and Gratification theory suggests that audiences made choices about how and when they consumed media texts. Far from being a passive mass audiences were made up of individuals who actively consumed texts for different reasons and in different ways.
These are the four reasons that Uses and Gratification theory suggest for consumtion of texts:
Diversion (Escapsim)
Personal Relationships (Using the media for emotional interaction)
Personal Identity (Following fashion and role models)
Surveillance (Information gathering)
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