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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. ... (1974) editor with Elihu Katz;
Sociologists Elihu Katz and Paul Lazarsfeld introduced the concept of a two-step flow in communication, which suggested that media influence was moderated by opinion leaders. [4] By the late 1950s, most researchers concluded that media effects were limited by psychological processes like selective exposure , social networks, and the commercial ...
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 .
[citation needed] Later, two theoretical perspectives, uses-and-gratifications (Katz et al. 1973, [64] Rubin 2009 [63]) and selective exposure theory (Knobloch-Westerwick 2015, [65] Zillmann & Bryant 1985 [66]), were developed based on this assumption and aimed to pinpoint the psychological and social factors guiding and filtering an audience's ...
The 1970s also saw the development of what became known as uses and gratifications theory, developed by scholars such as Elihu Katz, Jay G. Blumler, and Michael Gurevitch. Instead of seeing audiences as passive entities experiencing effects from a one-way model (sender to receiver), they are analyzed through the paradigm of actively seeking out ...
Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text.