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Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13 ...
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It can include effects that were not intended by the sender. [1] [12] [11] In the case of a news paper headline, the sender is the reporter, the message is the content of the headline, the newspaper itself is the channel, the audience is the reader, and the effect is how the reader responds to the headline. [13] [14]
The framework was proposed in response to what the scholars believed was an over-emphasis on media processes and effects research. The HOI model instead made the content produced by news media the dependent variable in research studies, influenced by factors located within the hierarchical framework.
Affect theory is a theory that seeks to organize affects, sometimes used interchangeably with emotions or subjectively experienced feelings, into discrete categories and to typify their physiological, social, interpersonal, and internalized manifestations.
An indirect effect indicates that an independent variable (e.g., media use) affecting the dependent variables (e.g., outcomes of media use) via one or more intervening (mediating) variables. The conceptualization of indirect media effects urges attention to be paid to those intervening variables to better explain how and why media effects occur.
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For example, the pro-hypodermic perspective suggests that despite differing types of audiences, the theory remains valid if a direct effect occurs. [14] However, many anti-hypodermic views instead note that the theory can only be applied if the effect works on a similar, mass group of people.