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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.
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 ...
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
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 ...
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 ...
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. Reception theory is generally referred to as audience reception in the analysis of communications models.
Since the early days of cultural studies-oriented interest in processes of audience meaning-making, the scholarly discussion about "readings" has leaned on two sets of polar opposites that have been invoked to explain the differences between the meaning supposedly encoded into and now residing in the media text and the meanings actualized by audiences from that text.
In the book, Katz discusses the policies of the British in 1948, the continuous Jewish presence in Palestine, the bond of the Jewish People with the region, Jerusalem's religious history, the Arab claim to the region, the "myth" of the Arab refugee problem, Arab propaganda, Muslim fanaticism and terrorism.