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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.
Blumler was born in New York, New York on 18 February 1924. Blumler's father was a Marxist and his mother a supporter of Roosevelt's New Deal. He described himself as a "red diaper baby". In 1947 Blumler graduated from Antioch College, Ohio with the degree of BA in political science.
Elihu Katz (Hebrew: אליהוא כ"ץ, 21 May 1926 – 31 December 2021) was an American-Israeli sociologist and communication scientist whose expertise was uses and gratifications theory. He authored over 20 books and 175 articles and book chapters during his lifetime and is acknowledged as one of "the founding fathers of regular television ...
Created Date: 8/30/2012 4:52:52 PM
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In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader. [ 1 ] Hall also developed a theory of encoding and decoding, Hall's theory , which focuses on the communication processes at play in texts that are in televisual form.
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