Uses And Gratification Theory: Literature Review And Critical Theory

It helps to explain the motivations behind the media use and habits of media use or the actual needs satisfaction by the media are called media gratifications. Contemporary U&G is grounded in the following five assumptions: (Papacharissi & Mendelson, 2007) (a) “Communication behaviour, including media selection and use, is goal directed, purposive, and motivated”, (b) “People take the initiative in selecting and using communication vehicles to satisfy felt needs or desires”’ (c) “A host of social and psychological factors mediate people’s communication behaviour”; (d) Media compete with other forms of communication for selection, attention, and use to gratify our needs or want” (e) “People are typically more influential than the media in the relationship, but not always. (Rubin, 1994). 18 Applied to context of this research paper, U&G supports the understanding of viewer motives and predisposition, while placing Reality Television on the larger spectrum of communication channels that are more or less available to audience. It permits the study of both Instrumental and Ritualised uses of media, both of which could drive the appeal of Reality

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.

According to Entman, “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation”(1993, p. 52). Entman’s definition of framing is one of many that currently exist, but is also one that is widely accepted. Framing theory implies that the way an issue is presented (the “frame”) influences the choices people make. De Vreese (2005) puts forward the point that by framing events and issues in particular ways, the media may shape public opinion, an idea supported by Mechanic (2005) who says much of today’s media are influenced by interests that shape readers of communication

Uses and gratifications assume that the user has alternate choices to satisfy their need. Theorists: Blumler and Katz Date: 1974 Uses and Gratifications Theory 1. Uses and Gratifications theory

Rhetoric analysis is similar to a dialect which is intended to have an enticing or great impact on its crowd all together for an objective to be met. Compelling appeals in rhetorical analysis are known as ethos, pathos and logos. Utilizing these appeals, one can capture the audience by trying to convince them to become tied up with what they are stating. According to various scholars, the use of symbols in a rhetoric approach creates a connection with the audience (public) and business entities. In a study by (Heath 1980), he stated that the relationship between business entities and the public was called ‘’The wrangle in the market place’’.

Introduction In this essay, it is argued that the media needs ethical guidelines to control the power mass media owners and practitioners have over general public. Mass media’s nature and role in society is of communication that is written, broadcasted, or spoken that reaches a large audience. Collins Dictionary defines Mass media as “the means of communication that reach large numbers of people in a short time, such as television, newspapers, magazines, and radio” It is prominent, enough to have transferred itself on to society and have created a culture for itself. Society is assaulted, for lack of a better term, with messages from a multitude of sources; cinemas, print advertisements and magazines, and more.

Fairclough (2001, p3) uses the term ‘manufacture of consent’: if one can convince the people to accept your right to act in specific ways, then you can so act. A second sense of ‘power’ is more personal, referring to the power of individuals to influence interactions with others: allowing individuals to be more ‘powerful’ in the sense of being able to achieve their personal goals. Part of the power of an individual is personal, stemming from their mastery of linguistic skills: knowing when to speak, and how to speak. The Power of Language in Public Discourse

“You need hopes and dreams for nourishment; this is the realm in which advertising operates. Advertisements resonate with people seeking to make their dream a reality” (Pincas & Loiseau, 2008, p.290). Hence adverts need to present products in a dream-like manner. This research paper examines the influence of Rene Magritte on graphic design, mainly advertisements. Advertisements aim to influence consumer’s behavior and are designed to do so.

This prompts the advancement of generalizations, which serve to characterize the personality of one's general public rather than another's, in other words, us vs. them, or to have the capacity to characterize one's individual place in the public eye and consequently to separate oneself from "the others". Luhmann reinforces this idea, by pointing out that generalizations perpetuate the picture of "us vs. the others," generalizations that are additionally created and shaped through the mass media. For Huntington, the separation of "intracivilizational us and extracivilizational them" is an important factor, as the development of an identity gives the community a sense of belonging a place, which recognizes the ‘us’ from the ‘them’ – one unable to exist without the other. Generalizations are additionally authored through the ethnocentric perspectives of social orders and are thusly taxanomized culturally.

where he has termed the media as a: window; interpreter; platform or carrier; interactive link; signpost; filter; mirror; screen; and barrier. The theories too are many in number. Here also McQuail sets the tone for a discussion of media theories by postulating that there are two versions of media theories: media-centered and society-centered. The former, as the name suggests, stresses the means of communication as a force for change either through technology or the typical content carried. Other hand it is also the emphasises the dependence other forces in society like politics and money may considered hare as an example.