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A 1974 study by Katz, Blumler, and Gurevitch stated five basic assumptions for a framework for understanding the correlation between media and audiences. These assumptions are: [17] The audience is conceived as active. In the mass communication process, much initiative in linking gratification and media choice lies with the audience member.
Jay G Blumler (18 February 1924 – 30 January 2021 (aged 96)) [1] was an American-British theorist of communication and media. He was Professor of Public Communication at the University of Leeds . Early life and education
With a specific focus on rhetoric, some, such as Walter Ong, have suggested that the audience is a construct made up by the rhetoric and the rhetorical situation the text is addressing. Similarly, some forms of literary criticism such as Screen theory , argue that cinematic texts actually create spectators by sewing them into subject positions ...
Major contributors to media psychology include Marshall McLuhan, Dolf Zillmann, Katz, Blumler and Gurevitch, David Giles, and Bernard Luskin. Marshall McLuhan is a Canadian communication philosopher who was active from the 1930s to the 1970s in the realm of Media Analysis and Technology. He was appointed by the President of the University of ...
The "uses and gratifications" model, associated with Jay Blumler and Elihu Katz, reflected this growing interest in the 'active audience'. One such example of this type of research was conducted by Hodge and Tripp, [ 17 ] and separately Palmer, [ 18 ] about how school-children make sense of the Australian soap opera Prisoner .
Read the full text of the speech as he delivered it that day: I am happy to join with you today in what will go down in history as the greatest demonstration for freedom in the history of our nation.
Whether the modality is text, auditory, visual, or audiovisual is assumed to be affecting the selection and cognition of the users when they are engaging in media use. Known for his aphorism of "The medium is the message," Marshall McLuhan (1964) is one of the best-known scholars who believe it is the modality rather than the content of media ...
3 During the past twenty years, the United States, like many other countries, has seen a dramatic increase in obesity. In 1991, only four states had obesity prevalence rates as high as 15-