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Beginning in the 1940s, researchers began to see patterns under the perspective of the uses and gratifications theory in radio listeners. [14] [15] Early research was concerned with topics such as children's use of comics and the absence of newspapers during a newspaper strike. An interest in more psychological interpretations emerged during ...
The same fundamental principle applies however, the person will make the decision based on what brings the most gratification. [2] Communication behavior is goal-directed, purpose-driven, and motivated in U & G. People use communication to satisfy their needs or desires while the media competes with other forms of communication.
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The Radio Research Project was a social research project funded by the Rockefeller Foundation to look into the effects of mass media on society. [1]In 1937, the Rockefeller Foundation started funding research to find the effects of new forms of mass media on society, especially radio.
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