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Communication Theory Application 1. Introduction: The purpose of this analytical paper is to evaluate the chosen mass communication theory i.e. Uses and gratification theory (UGT) (Zhao, 2008). In order to conduct an in-depth evaluation of the theory, collection of internet mediums of social interaction (Facebook, Twitter, YouTube and Social Forums) and campaigns which are aired on television, print ads and magazines have been evaluated (Baran & Davis, 2011). The chosen situation which have been underlying to the evaluation of UGT is need of a divergent medium where communication and quick. Since Internet has taken its toll in terms of frequency and reach thus, people have become more attracted towards social medium for their social interactions (Larson, 2009). 2. Understanding Uses and Gratification Theory: Unlike other theories which determine the effects of media on the society, Uses and Gratification theory (UGT) is concerned with the way people make use of the media in order to meet their desires (needs) (Salwen, 2009). The commonality among the other mass communication theories and UGT is that it is associated with the psychological context of society (Fourie, 2001). In simpler words, UGT is based on the evaluation of the needs that people fulfill through the aid of media (Asimow & Mader, 2004). Furthermore, there are a number of subsidies which are categorized in order to explain different behaviors of users. These include diversion, simulation, Self-indulgence etc. Katz’s model of user and gratification theory has enabled the magic bullet theory to extend in terms of its theoretical reasoning. It will not be incorrect to state that the UGT is basically an extension of the research immersed within the concept of magic bullet. 3. Application of Uses and Gratification Theory: A number of scholars and media investigators have made use of the UGT in order to find out the purpose of audiences and media users (Reddick, 2010). These purposes may range from the need of gratification to the negative use of the internet. Scholars like Ruggiero have made use of the UGT in order to find out the grasp of computer based mediums for communication (Thorson, 2007). It should also be noted that the usage of the UGT has been done in order to find out spread of all mediums. At one point, traditional mediums of communication such as print and electronic broadcast were also influenced by the UGT. Contemporarily, these traditional mediums are on their verge of reach throughout the world and their development is on its highest peak which means that the UGT application to mediums is evident. On the other hand, most of the scholars have also pointed out that the UGT approach has been successful in finding out the relation between the individuals and media. As per the evaluation of different social mediums by applying the approach of UGT, it becomes clear that these serve the purpose of diversion, simulation etc. for the audience. The fact remains that with the aid of internet as a medium, bloggers have now become journalists. Also, readers claim that the bloggers are able to provide an insight of any issue. It is because of this reason that the readers are more attracted towards the blogging or social media journalism. This has created a great deal of issue ...Show more
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Communication Theory Application [Number of Student] [Name of Instructor] [Name of Course] [Date] Contents Contents 2 1.Introduction: 4 2.Understanding Uses and Gratification Theory: 4 3.Application of Uses and Gratification Theory: 5 4.Evidence Gathering: 6 5.Mass Media- Evidence Analysis: 6 4.1 Advertising: 6 4.2 Film: 6 4.3 Television: 6 6.Conclusion and summary: 7 References List 8 Honesty statement I hereby verify that the following report is my individual effort with no plagiarism…
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