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Assessment Journalism Paper
Journalism & Communication
Pages 6 (1506 words)
Assessment Item Name Institution 1. Briefly define the uses and gratifications approach. Discuss the central achievement of this approach as well as its shortcomings. The uses and gratifications approach is a reaction to why people focus on a particular media rather than the content of that media…
The uses and gratifications approach is also effective in discerning an individual’s motive for using a particular medium, as it stipulates that audience members tend to select the media that will satisfy their individual needs. Therefore, if a medium is more effective in terms of gratification, then people will use that medium more often. Media researchers have been concerned with understanding how people use media to meet their needs and have understood ‘gratifications’ to be the effects that a certain medium has on its audience. Blumer and Katz (1974, pp.45-46) noted that television have no effect on children. They said that television does not use children in any way but children are the one who use television to get their satisfactions. The uses and gratification approach centers on the use of media based on the socio-psychological needs of an individual, as Blumer and Katz (1974, pp.48) have noted. They argue that the social and psychological aspects of an individual determine the kinds of expectations that these individuals have of media. As such, individuals will seek the media that they find favorable in terms of their socio-psychological origins. These socio-psychological characteristics will influence an individual’s media use as well as their expectations of gratification that will be achieved from using the media. ...
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