escape. On the mass media scale, this is known as the uses and gratification theory. This paper is going to be discussing the early formation of the theory and its historical context, how it has helped us understand media today, its role in the modern world, and its main criticism’s. Uses and gratifications theory is an approach to understanding why and how individuals dynamically seek out particular media to satiate specific
HISTORY The Uses and Gratification Theory was developed by Jay G. Blumler and Elihu Katz on 1970s, and was having its first formal presentation on 1974s. This theory had challenged the concept of the entire passive receiver as it concentrated on the active users. Blumler and Katz believed that there were lots of reasons for using media since there were media users, who were actively using the media. In 1940s, the Uses and Gratification Theory had its roots when the various forms of media behaviors
Fashion in the twentieth century is connected with the development of city living. In this section we are going to highlight fashion history and the relationships between fashion and the modern world and how fashion can influence people (Conceptualizing Fashion in Everyday Lives,2014) Because of the increase of production and marketing the effect of fashion on people’s lives has been difficult to ignore. The productions of goods including clothes became more visible as they were made in factories;
interactive, etc.)’ . It was argued that this theory do not focus sufficiently on the general, social, cultural and economic contexts within which the media are situated. Moreover it was stated that the key aspects do not of themselves constitute a pedagogy even though they may facilitate pedagogical thinking. Nevertheless, it has been stated that this framework undertaken by the BFI is extremely valuable in developing an understanding of the media and the communication process. It is a descriptive framework
3. Mass Media Relations (the Press) with the Government Press and government are interdependent with each other. The press and society are the same. The press is impossible to live and thrive in an area without any government and society. Because the territory without regulatory power and so-called government, will tend to be a jungle for the human wolves that inhabit it. The law of the jungle will be institutionalized and entrenched there. Thus "positive government-press-community interaction" is
CHAPTER II. THE MASS-MEDIA SYSTEM 2.1. The typologies of the mass-media system: Media institutions can be classified in several ways, depending on the scope of work there is profit-oriented institutions and nonprofit institutions (the public service). Media institutions that are profit orientated don’t depend on external sources of financing; this provides them a great deal of independence in terms of political positioning and choosing content that will be aired. A press institution that is profitable
INTRODUCTION The following report can investigate the role of the mass media in politics and to seek out however mass media result the society. The modern media play a central role not solely at intervals the political processes of each sort, starting from coverage of major political events and establishments to effects on campaigns and elections however conjointly in any individual's life, providing several necessary data services additionally as giving prospects for self-enlightenment and diversion
provide new means of communication (Krishnamurthy & Arlitt, 2006) may it be in different places with different range of time all around the globe. From internet, cellular phones were created and from then on communication became more accessible with the use of today’s term, social media. Social media is a two-way communication.
Introduction. This essay will examine the extent to which mass media plays an integral role in a nations public- information system. It will further determine the major sources of content for Mass media. The essay will also look at the relationship that exists between the mass media and public relations practitioners in relation to content acquisition. The essay will also look at various theories advanced on the use and influence of the media. The easy will conclude that the assertion by (Broom &
History of Theory Two-step flow theory was first introduced by Paul Lazarsfeld in the year 1944 and elaborated by Elihu Katz and Lazarsfeld in year 1955. Before the television was being invented, they conducted an American survey on the mass campaign as it showed that informal social relationship was related in revising the manner in which individuals selected content from the media campaign. They conducted a study that was The People’s Choice to focus on the process of decision making during a