2. Uses & Gratifications Theory The Uses and Gratifications Theory propounded by Blumler and Katz assumes that audiences actively seek out media that best fulfills their individual needs and will readily seek alternate media choices if those needs are not met. As opposed to other media theories that question "what does media do to people?” Uses & Gratification Theory focuses on "what do people do with media?" It focuses on an individual’s underlying motive for consuming a particular medium and examines the pros and cons of this individual’s media use. (Anaeto, Onabanjo, & Osifeso, 2012) Uses and gratification theory can be seen in cases such as one’s choice of music.
Also, tying the theory to agenda setting, if the individual is so dependent on the media for information, the media will have much more influence and power over the individual making it easy for the media to agenda set. Therefore, the individual may easily fall victim to media Agenda Setting. The theory is based on some assumptions and statements which are: A proposal that there's an integral relationship among audiences, media and the larger social system. Media Dependency theory predicts that an individual depends on media information to meet certain needs and achieve certain goals, same as uses-and-gratifications theory. However, you do not depend on all media
Arguments to support your stand • Media shapes how we think about the real world by making us believe what is portrayed through media although not all information depicted through the media is not trustable • Media shapes the consumer’s choice of purchasing a product or good • Media shapes our identity by changing how we think and act as stereotypes are created through media. • However, factors like the presence of censorship would help reduce the impact of media on us Argument 1 Claim “Shapes our conception of reality” • Media shapes our thinking/views on the idea of the real world. Explanation/ Reason/
The Uses and Gratification theory by Elihu Katz came into existence when the theorist concocted the idea that individuals utilize the media to their advantage. The point of view rose in the mid 1970 's as Katz and his two associates, Jay Blumler and Michael Gurevitch kept on extending the thought. The theory was contemporary since it repudiated more seasoned perspectives that expected the gathering of people was an inactive gathering. The Uses and Gratifications Approach sees the gathering of people as dynamic, implying that they effectively search out particular media and substance to accomplish certain outcomes or delights that fulfill their own needs. The wellsprings of the media picked are unmistakable.
INTRODUCTION Self-Determination Theory (SDT) was conceived by Edward L. Deci and Richard M. Ryan. This theory is concerned with human motivation, personality, and optimal functioning. For the purpose of SDT and work motivation, motivation is considered the core of biological, cognitive, and social regulation. Instead of just looking at the amount of motivation, self-determination theory focuses on different types of motivation. SDT focuses on people’s inner motivation.
The questions asked about the media within the media effects tradition reflect the various key aspects in the BFI Framework to a great extent. While, the media effects tradition focuses primarily and substantially on the effects of the media on audience beliefs, attitudes and behavior and how such effects were differentially distributed according to the social positioning of audience members. This specifically refers to their social class, education and occupation. In so doing, it asks and answers the questions put forward by the BFI key aspects framework. Such as: ‘Who is communicating and why?, What type of text is it?, How has it been produced, How do we know what it means, Who receives it, and what sense do they make of it (Media Audiences), and How does it present its subject to
What mass communication scholars today refer to as the Uses and Gratifications approach is generally recognized to be a subtradition of media effects research (McQuail, 1994). According to what Ballard (2011) has claimed ”The approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage, exposure, and effects”. In general, U&G theory focus on how audiences actively select social media and fulfill their needs and achieve gratification. U&G theory framework has opened a valuable perspective for the scholars and researchers to study the behaviors in the area of where audiences choose and why they reply on certain medias. Uses and gratification theory was originally developed to examine
There are four approaches engaged in media. First of is the media effect perspective is when media are considered to be communication transmitters (Chamberlain & Hodgetts, 2008; Giles, 2003) where knowledge and information is spread, influencing behavior of viewers. For example, the effects of TV shows, violent games, and music videos (Anderson, 2004; Nathanson & Yang, 2003; Smith & Boyson, 2002). Secondly is the theory of cultivation. Media as often stated, impacts our opinions, beliefs, and awareness of the world.
As such it would appear that this promotes overall well-being and happiness. According to Fredrickson, "The theory, together with the research reviewed here, suggests that positive emotions: (i) broaden people’s attention and thinking; (ii) undo lingering negative emotional arousal; (iii) fuel psychological resilience; (iv) build consequential personal resources; (v) trigger upward spirals towards greater well-being in the future; and (vi) seed human