File Name: denis mcquail uses and gratifications .zip
Can the Media Serve Democracy?
This paper will explore the Uses and Gratifications Theory, giving background of the theory and its history in the communications sphere. The application of this particular theory in Public Relations will also be given with two different campaigns that have used this theory successfully in the past. The Uses and Gratifications Theory will also be discussed in detail regarding how Public Relations professionals can use this theory in their daily work now and in the future in a world that is becoming increasingly virtual. The uses and gratifications theory is a theory that we encounter each and every day, especially when logging into our multitude of social media applications. Although this theory has been around for some time, it has seen a recent explosion in popularity with the advent of social media platforms and companies using this theory to further expand their brands.
Uses & gratification theory and PR
Uses and gratifications approach is an influential tradition in media research. The original conception of the approach was based on the research for explaining the great appeal of certain media contents. The core question of such research is: Why do people use media and what do they use them for? McQuail, There exists a basic idea in this approach: audience members know media content, and which media they can use to meet their needs. In the mass communication process, uses and gratifications approach puts the function of linking need gratifications and media choice clearly on the side of audience members. This approach differs from other theoretical perspectives in that it regards audiences as active media users as opposed to passive receivers of information.
In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. The four categories.
Symbolic Interactionism Theory that people give meaning to symbols and that those meanings come to control those people. The media logic theory states that common media formats and styles serve as a means of perceiving the world. The accelerated diffusion of digital media from telecommunications and information technology sectors in the s has led media and communication studies to be defined by new objects of investigation.
While smell, taste, and touch can add context to a conversation over a romantic dinner, our interaction with mass media messages rely almost exclusively on sight and sound. See the license for more details, but that basically means you can share this book as long as you credit the author but see below , don't make money from it, and do make it available to everyone else under the same terms. In reflecting what candidates are saying during a campaign, the mass media may well determine the impirtant issues-that is, the media may set the "agenda" of the compaign.
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