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I have an which need to be paraphrased especially the examples .you have to paraphrase atleast thousand words and add some - Essay Example

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I have an which need to be paraphrased especially the examples .you have to paraphrase atleast thousand words and add some

In previous eras, the main sources of entertainment for people tended to be festivals dedicated either to harvesting, or in praise of one god or another. In the western perspective, this came to be replaced by theatre and with the modern age came the development of television and the television networks which continue to offer a wide variety of visual entertainment. The advancement in technology has increased the demand for entertainment from individuals, and because of the wide variety of entertainment being offered, it is not a surprise that many of the entertainment companies involved are competing heavily to capture audiences. Because of this, the audience has gained a great influence in controlling the tyoe of media they would like to view, and this can be likened to the individual’s lifestyle as well as mindset (Napoli, forthcoming). From the very beginning of the development of media, the main question that has concerned the developers is whether the media has any influence on the audience. It has been proven that different types of media can influence the audience, so that in some cases, when an individual sees an advert of a product on television, he or she will likely purchase the product. On the other hand, there are those of the view that media has no great influence on its audience, since it is they who choose what to watch (Allison, 2006). This article makes a focus on the motives behind the choosing of a particular media type as a basis of the Theory of Audience specially uses and Gratification theory. In the past few decades, the invention and development of the internet has revolutionized the lives of many people in the world and one would argue that it is one of the biggest developments in mass media. Every decade of the twentieth century presented its own theories concerning media communication, and while at the beginning, it was thought that media had an effect on the audience, later with the advancement in media communication, researchers found that audiences only used media for their own benefit (Rossi, 2002). Theory of Audience Uses and Gratifications Katz first proposed the theory of Uses and Gratification and the notion behind this theory is, it focuses on a question why and how people use particular media. In contrast to the effect model view which is what media do with people, U & G is consider as a broader aspect among media researchers who are more concerned about finding what people do with a media (Chandler,1994). This theory is contradictory to the older approach of Audience of a passive group. This theory views the audience as active group which means individuals has power and selects that media text that best suits her needs and her attempts to satisfy the needs. This theory represents the use of media in terms of gratification of social or psychological need of the individual. This theory shifted the approach of gratification from functional paradigm to social sciences (Katz, Blumler and Gurevitch, 1974). Gratification can be derived from three distinct sources which are media content, exposure and social content. The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program), from familiarity with a genre within the medium (e.g. watching soap operas), from general exposure to the medium (e.g. ...Show more

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Introduction In the modern world, it has become impossible to live without encountering media in one form or the other and it has become normal for people to wake up to the sound of radio, listen to an iPod while travelling, or pass by a billboard advertising one product or another…
Author : dannyhickle
I have an essay which need to be paraphrased especially the examples .you have to paraphrase atleast thousand words and add some essay example
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