Gratifications Theory
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Exploring the Uses and Gratifications Theory in the Use of ...
mjde.usm.myUses and Gratifications Theory Katz, Blumler and Gurevitch pioneered the Uses and Gratification Theory in 1974. But according to McQuail (2010), the theory could be traced from the early 1940’s when researchers started investigating why people listen to popular radio programmes and why they read newspapers daily.
QR CODES IN EDUCATION AND COMMUNICATION
files.eric.ed.govThe Uses and Gratifications approach (McQuail & Windahl, 2010, p.168) In many studies based on the theory of Uses and Gratifications, gratifications obtained were perceived as motivations necessary for certain internet activities. Studies in related literature demonstrated that gratifications mostly included searching for information,
Cover-Relationships between media and audiences
eprints.lse.ac.ukuses and gratifications, saw the new focus on audience interpretation as setting the scene for them 'to build the bridge we have been hoping might arise between gratifications studies and cultural studies' (Katz, 1979, p.75). The rationale here was to account for the selective
Media Effects: Advances in Theory and Research, Second …
ndl.ethernet.edu.et16 COMMUNICATION CAMPAIGNS: THEORY, DESIGN, IMPLEMENTATION, AND EVALUATION 427 Ronald E. Rice and Charles K. Atkin 17 EFFECTS OF MEDIA ON PERSONALAND PUBLIC HEALTH 453 Jane D. Brown and Kim Walsh-Childers 18 THE THIRD-PERSON EFFECT 489 Richard M. Perloff 19 INDIVIDUAL DIFFERENCES IN MEDIA …
Approaches to Development Communication
www.unesco.orginfluence, and uses and gratifications. However, research appearing in the years from 1987-1996 can be characterized as much more theoretically diverse than that published between 1958-1986” (Fair & …