Search results
Results from the WOW.Com Content Network
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed".
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.
Sven Windahl (born May 1, 1942) is a Swedish professor of communication studies as well as a consultant in the field of organizational communication.His most influential work [1] is the book Using Communication Theory from 1989, co-authored with Dr. Benno Signitzer and Jean T. Olson.
The same fundamental principle applies however, the person will make the decision based on what brings the most gratification. [2] Communication behavior is goal-directed, purpose-driven, and motivated in U & G. People use communication to satisfy their needs or desires while the media competes with other forms of communication.
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. They found that pupils ...
For one, the research combines multiple holidays and data sources, but these sources aren’t all equal, Harkavy-Friedman said — some countries have 20 to 40 years’ worth of data, while the ...
Elaboration likelihood model; Social cognitive theory of mass communication; Framing theory; Priming theory; On a micro-level, individuals can be affected in six different ways. Cognitive: The most apparent and measurable effect; includes any new information, meaning or message acquired through media consumption. Cognitive effects extend past ...
President-elect Donald Trump, after rejecting House Speaker Mike Johnson's plan to avoid a government shutdown, worked the phones on Thursday, showing wavering confidence in Johnson and claiming ...