The Uses And Gratification Theory By Elihu Katz

He believes that changes occur while going from one era to the next and that changes even happen within an era. According to Hutchison (2013), each era overlaps the preceding one initiating a cross era transition which last about five years (p. 601). As a consequence, the termination of one era is the start of a new one. Moreover, Levinson believes that the start and completion of any era begins and ends at defined average age (Levinson, 1986, p. 5). There are two central concepts in this theory: the stable period and the transitional period.

Mainstream culture seems, by all accounts, to be putting forth a shelter and diversion for work, yet truth be told it causes the specialist to further stay into an universe of items and consumerism. The main flexibility society industry needs to truly offer an opportunity from

2.3.2 Big Five Over the years, trait theorists have devised a number of ways to measure personality, each involving a differing number of traits or factors. Trait psychologists have shown that five traits or factors i.e. Neuroticism, Extraversion, Openness to Experience, Agreeableness, and Conscientiousness appear repeatedly in different research studies. These traits or factors are known as “Five Robust Factors,” or “The Big Five,” they are: a. Neuroticism: The first main personality trait is Neuroticism. It can be described as the tendency to experience negative emotions, notably anxiety, depression, and anger.

This five-stage pyramidal shape of model can be separated into deficiency needs and growth needs. The initial four levels are often referred to as deficiency needs (D-needs) and the top level is known as growth or being needs (B-needs). Deficiency needs occur on account of deprivation. They are said

Therefore, the extent to which it can be used to fully explain why we stereotype is limited. The Evolution of Cultural Stereotypes (Hutchinson, J, Martin, D, 2015) offers a more complete explanation for why we stereotype by taking social factors such as increasing intergroup contact into consideration. This theory argues that the reason why we stereotype evolves over time, reflecting changes in cultural beliefs. This is evident in modern day society which is becoming increasingly diverse, resulting in a number of different cultures interacting with another. Consequently, individuals are able to reject current stereotypes (Allport 1954 as cited in, Hutchinson, J, Martin, D, 2015) and even create their

She suggests that the series relies on liminality through its ideologically diverse characters and plots and the roles of viewers as cultural “bricoleurs” and their various readings to appeal to various ideologically “niche” audience segments, in an attempt to access as a mass audience, like that which was in place in the Network Era in which Newcomb and Hirsch first theorized the cultural forum, mass audience, which is at the heart of television’s function as a cultural forum. Both pieces also cite the case of Charlie’s Angels, in explaining that different people may like, or dislike the same thing, but for different reasons, so for Parks and Recreation, conservative and liberals may both like the show, but for opposing reasons, such as their political ideologies being ‘positively’ represented. This is an important aspect of the cultural forum because it illustrates television’s role in raising questions, answerable by anyone according to their previously held beliefs, and not a circumscribed

It has become a means of communication, discovery and self-presentation, it is undeniable that the mass-media has profound effects on the development of the thoughts and attitudes of individuals. Whether consciously or subconsciously it infiltrates our minds and alters our perceptions of how we see others. The cultivation theory developed by George Gerbner (1967) conducted research on the impact of mass media and how as humans we inadvertently are influenced by the symbols and portrayals of the media. Through this, we construct a sense of self and who we are and aren’t. It is pivotal in reaffirmation and creation of attitudes we have.

The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users” (Anaeto et al, 2008, p. 71). Uses and Gratification theory has also been used in models that attempt to identify how people choose among media.

Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information. With television, radio, newspapers, magazines, film and social media/internet they have the ability to influence the way we act dress and communicate with others. Our perception of what’s right and what’s wrong can be influenced by the type of television show we watch. An example of how powerful the media can be on peoples lives is German propaganda. Through creative film makers and enthusiastic radio personalities they were able to persuade the German men to enlist in

A successful allegory takes a writer skilled enough to create a three dimensional character out of an idea. A symbol. A very common allegory topic is society. This is due to the fact that there are many different layers of society. There are the rich and the poor, the old and the young, even the mentally stable and the mentally disabled.