Uses and gratification theory term papers
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What can uses and gratifications theory tell us about social media?
Article available in:. Vol 6, Issue 1, The Uses of Becker, Blumler, and Swanson. Mass Media Use by Adults. American Behavioral Scientist.
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Proceedings of the International Conference of Communication Science Research (ICCSR 2018)
Wollacott eds. Kreiling "Popular culture and uses and gratifications: notes toward an accommodation," in J.
Blumler and E. Katz eds. Dyckoff, G. Elliott, P. Festinger, L. Ho, K.
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Abstract Purpose The fan page of social network site can be used as a platform for the tourist attractions to interact with their consumers. Findings The authors show that three aspects of gratifications, i. It can create many different feelings such as fear, anxiety, and happiness. The media also can promote behavior changes. This can result in an audience member doing something that they would not ordinarily do. When analyzing any theory, one must looks towards some form of criteria to judge it by. The criteria that seems to be appropriate for the Uses and Gratifications Approach and The Dependency Theory seems to be logic, consistency, testability, and simplicity.
First, when analyzing the logical approach to both theories, they seem to pass. One can see with these theories that it is logical that individuals would choose what they want to view and can clearly gain from that.
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This is why we see an increase in viewers when important circumstances are happening within our country. Second, when focusing on the consistency aspect to the theories, this area is one that is somewhat differential. Although the theories are not highly contested, they do not correspond completely with previous research. One may find it hard to believe that the media has no influence over the viewer at all. There are several circumstances within the field of advertising that suggest that people are influenced by the media. This suggests that people can be persuaded. The testability aspect seems somewhat unreliable.
The way that the theories were primarily tested were through sampling the audience viewers. The results could possibly be biased because individuals may not realize the power that the media has over them. In essence, the sampling was one sided. Finally, when one looks at the simplicity of the theories, they seem to pass. Both of the theories are extremely easy to understand and comprehend.
In addition, they link together, which helps the perception of them become more explicit. With every theory, some criticism must be expected. One main criticism is based on the idea that the audience is completely active. It seems as though the theorists feel that there is not room for any middle ground. In many cases people turn to viewing the media as a result of habit. This factor is not mention in their theory.