Uses And Gratification Theory: Literature Review And Critical Theory

The main media’s used are social media and television which are the main focus of chapter 9. Shirky’s article “Why I Just Asked My Students To Put Their Laptops Away” begins to talk about a way that people investigate and draw conclusions about the intersection of technology and everyday life. While Elavia writes about how reality shows are viewer driven rather producer or network driven. One thing social media and television have in common is how much of an impact they have on today. Everywhere you look there are ‘perfect’ images being displayed representing unrealistic goals.

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.

At the individual level, however, researchers have noted that there are two different types of cognitive functions that are performed. One is to use the media to keep up with information on current events e.g. I want to know what is going on in the world. The other is using the media to learn about things in general or things that relate to a 19 person’s general curiosity e.g. ‘the media give me ideas’. The use of the media in this way is linked to the fulfilment of a basic human

According to Baran (2012) mass communication can be defined as “the process of creating shared meaning between the mass media and their audiences.” This essay aims to discuss the degree to which we are shaped by our interaction with the media. In order to achieve the aforementioned aim of this essay I will focus on the following: limited-effects theory, two-step flow theory, attitude change theory and agenda setting. The limited effects theory sets out that media influence is based on individual and social characteristics.

Media has become an integral part in society. The idea of media has changed throughout the century along with the change in media technology. Media went from print media to modern media that can be viewed via screen and now modern media can be controlled by the user/viewer itself. It is a powerful tool that can be accessed almost anywhere with a smart phone or computer and internet. Social media is a newer media that has changed the way in which society interacts, face-to-face communication changed to screen-to-screen communication. It has taken over daily life and has become a topic that is embedded in everyday conversation. It has also changed the ways in how information is received. Individuals are going from obtaining news through news papers to finding news as statuses and videos on social media sites. Social media sites such as Facebook and Twitter are tools that can aid individuals in their daily lives. The Uses and Gratification Theory is a way to study media and the interactions that follow.

These messages define individuals as it tells them how one should look, what they should buy and what they should know. Mass media’s influence on society is extensive and the censorship, bias and subliminal messages decides an individual’s lifestyle and political

This is because the content of mass media is very powerful and it has become a agent of socialization which can shape people’s behavior or even influence the ways of how people think. There are many agents of socialization that can influence an individual lifestyle and one of the agent is mass media, which means that mass media can affect an individual self-concept, attitudes, or other orientations toward life especially the adolescents. The fact that there was a time when the internet, television and cell phones were considered a necessity but now the mass media seems to be more of a commodity to teenagers, because we can see that most of the adolescents tend to spend more time on the electronic devices rather than going for outdoor activities. Based on the researched, we found out that every people in the society

Bernie Bishop Mazda is a large automotive client in Medford who wanted to cancel all advertising in their local market and focus on print advertising in outer markets. Local Account Executive Gary Hall reviewed customized Polk data with the dealer and explained the benefits of a digital campaign with Spectrum Reach. Instead of canceling advertising and switching to print, Bernie Bishop Mazda expanded their video budget and added a digital campaign containing targeted content, increasing their monthly spend by 125%! Gary continues to meet with this client monthly to assess the campaign 's performance and review their Google Analytics. Their bottom line has already increased 3.3% to date.

Within this critical literature review, the article which will be under analysis is “low- income families and coping through brands: Inclusion or stigma?” which was written by Kathy Hamilton in 2012. The article concentrates on the coping strategies used by single parents and low-income families to avoid stigmatisation and threats upon their social identities. Therefore, to avoid stigmatisation these low-income families may take part in conspicuous consumption where families may spend a lot of money on luxury goods to make themselves look better, which can give them a sense of economic power and acceptance within society. However, due to the rise of ‘chav’ culture surrounding single mothers, it can be much harder to move away from stigmatisation,

CHAPTER I INTRODUCTION The Internet has become the most frequently used media for the past two decades (De Leo & Wulfert, 2013). In fact, its users are increasing day after day. The Internet has brought many benefits to numerous societies and individuals, and that includes information searches, communication, commercial activities, and entertainment (Kraut et al., 1998; Korgoankar, & Wolin, 1999).

Media are platforms of mass communication that can be categorized as either new of traditional media, with new media being forms of communication that make use of technologies such as the Internet, and traditional media being more conventional forms of media such as newspapers. Media, primarily new media, is getting more popular and influential, especially in today’s day and age since we are exposed to it a lot more than in the past and also since media is more easily accessible now. The media can shape our behaviours, perceptions and opinions, and it is important to know how people are influenced and impacted by it. The media can influence someone’s perception of social reality, or perceptions of beauty or even influence people’s behaviours and habits and therefore, the media does shape who we are. One way that the media can shape who we are is by influencing our perception of social reality.

The most important thing in media is the internet it’s the main component in the media I am very excited to talk about the importance of internet that interest me also interest you. The importance of internet and why it’s important for us?. They use this kind of medium to get information about all kinds topics they need”(Temmel,M (.n.d)).Also we use the internet to communicate with others, actually the internet help us to get many news via social media for example whatsapp and instagram and snap chat also many others apps help

Advertisers use TV ads to influence people and increase their sales. According to Munaza shakeel, first tool used to retrieve information was books, magazines, and newspapers then there was photography, sound recording, radio, films and television and now there is internet. These different phases of media development have different influences on society. When there was no radio

Fifth, they persuade us to buy certain items or accept certain ideas, and sixth, they entertain us. The number of hours we spend consuming the media is mind-boggling. This amount is ever increasing. For better or worse, we are inextricably linked to the media. We are now living a media culture and its influence is becoming very pervasive (Mohd Hamdan Adnan 2003)

This debate reflects a wider, familiar issue in the research literature concerning whether children are active media savvy consumers, or vulnerable innocents. For example Buckingham’s (2007) main argument is that this polarisation is indeed constructed and that the truth probably lies somewhere in between the two. He contends that the growth of a consumer society is a complex social development which cannot be understood, explained or blamed solely on advertising and marketing. This polarisation of the debate is seen again in the gap between industry research on marketing, and sometimes highly critical blame-led academic research. It seems that the research field between the two should be explored more, as this would help construct a balanced debate and contribute towards consistency in the conceptualisation of the issue and measurement techniques (Sandberg 2011).