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The Uses And 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.
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 & Shah, 1997:10).