The aim is to approach to understand mass communication. The theory focuses on the consumer rather than the message that is passed. So we are interested what people do wight the media. People use media to fulfil their specific gratification.
Uses and Gratification has to fulfil one of the following:
Identify - To be able to recognise a particular product or a person.
Educate - To be able to take possession of information and understand it
Entertain - The consumption of the product should entertain the consumer and allow them to forget about the worries in the lives temporarily
Social Interaction - A media product is able to allow a topic of conversation to be created between people.
No comments:
Post a Comment