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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. 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 ...
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 ...
Some troops leave the battlefield injured. Others return from war with mental wounds. Yet many of the 2 million Iraq and Afghanistan veterans suffer from a condition the Defense Department refuses to acknowledge: Moral injury.
Whether the modality is text, auditory, visual, or audiovisual is assumed to be affecting the selection and cognition of the users when they are engaging in media use. Known for his aphorism of "The medium is the message," Marshall McLuhan (1964) is one of the best-known scholars who believe it is the modality rather than the content of media ...
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 ...
Katz pursued Lazarfeld's research in a study of the flow of information, which is the basis of Personal Influence. Katz and Lazarsfeld concluded that: "... the traditional image of the mass persuasion process must make room for 'people' as intervening factors between the stimuli of the media and resultant opinions, decisions, and actions." [2]