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Assessment Item - Essay Example

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Assessment Item Name Institution 1. Briefly define the uses and gratifications approach? Discuss the central achievement of this approach as well as its shortcomings. This model is a reaction to the emphasis that was put on the sender and the content to be delivered…
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This approach also tries to understand the negative as well as positive uses of the media. Uses and gratifications approach is also effective in discerning an individual’s motive behind using a particular medium. Uses and gratifications approach stipulates that audience members tend to select the media that will satisfy their individual needs. In this case, people will use the media that meet their motives and eventual satisfaction of needs. Therefore, if a medium is more effective in terms of gratification, then people will use that medium more often. Media researchers were, therefore, concerned with understanding what people do with media with gratifications being understood as the effects that a certain medium had on the audience. A finding showed that there is a possibility that people will draw a similar response from the content of a thriller movie. Uses and gratification approach centres on the use of media based on the sociopsychological needs of an individual, as cited in Blumer and Katz (1974). They argue that the social and psychological aspects of an individual determine the kinds of expectations that these individuals have on the media. As such, individuals will seek the media that they find favourable in terms of their sociopsychological origins. ...
Most people are said to watch a medium because in the content they can compare themselves with the experts. They also said that social interaction in the family and society were at large. People find certain media entertaining and educating at the same time. Gratification can be achieved only from the content being conveyed by a medium. Research has shown that people who are bored will seek to watch a content that thrills them whereas those who are stressed will prefer a calming content. There are chances that a medium will gratify different needs that have to be met by different individuals. Gratification has been associated with social class in most cases. This approach has been successful in understanding why people seek certain media to meet their needs. It has also looked into the meanings that are drawn after people use a particular medium. This approach has successfully given an explanation of significant conditions such as war, natural deserters – earthquake and tsunami – and/or elections according to the opinions of individual viewers. The greatest achievement of this approach has been its ability to discern the viewership habits of people. Audiences have been interviewed and the findings have been made. This is crucial in understanding the reasons why various audiences will opt for a certain media regardless of the content. Uses and gratifications approach has several limitations. There are chances that the audience would not know why they chose to use the media they use. In most cases, people use media for no reason. Therefore, researchers may interview a viewer on why he chose the medium he uses and the viewer will not have a full explanation as to why he sought ... Read More
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