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The specific function of text messaging has also been studied to find its uses and gratifications and explore any potential gender differences. [29] Seven uses and gratifications, in order of importance, have been proposed: accessibility, relaxation, escape, entertainment, information seeking, coordination for business, socialization, status ...
The concept of parasocial interaction became increasingly attractive to mass communication scholars as more active views of the audience emerged in the second half of the 20th century—especially uses and gratification theory—and numerous empirical studies have utilized the idea to explore PSI’s antecedents, correlates, and consequences. [4]
The uses and gratification model emphasizes what the audience does with the media presented to them, here influence lies with the consumer. The "ethnographic turn" contributed to the maturing of the field as contexts of consumption are now recognized as having significant impact upon the processes of the interpretation of media.
Social Learning Theory, similar to Uses and Gratifications Theory, is based on the gratification of an individual, but differs in that it is based more on behavior rather than decision making. Albert Bandura is said to be the forerunner of this theory. Each individual will make decisions based on anticipation.
Other theories and models are compatible with active audience theory, including the Encoding/Decoding model and the Uses and gratifications theory.There has been much debate and research on how audiences interpret the Mass media and the effects mass media has on its audiences and the messages they receive.
Zillmann's theory proposed the notion that viewer's are physiologically aroused when they watch aggressive scenes. [15] After watching an aggressive scene, an individual will become aggressive due to the arousal from the scene. In 1974 Katz, Blumler, and Gurevitch used the uses and gratifications theory to explain media
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 ...
A sociological theory is a supposition that intends to consider, analyze, and/or explain objects of social reality from a sociological perspective, [1]: 14 drawing connections between individual concepts in order to organize and substantiate sociological knowledge.