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Uses and Gratification Theory

Uses and Gratification Theory

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Published by DorcasViela

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Categories:Topics, Art & Design
Published by: DorcasViela on Oct 15, 2012
Copyright:Attribution Non-commercial

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11/10/2013

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Dorcas Viela 6PMedia StudiesMr AssegaiUses and gratification theoryGratification Theory was as a theory created by Elihu Katz in 1959, and argues thatpeople choose their media products based on their own personal needs.Uses andgratification theory is an approach to understanding why people actively seek outspecific media outlets and content for gratification purposes. It is the theory whichexplains of how people use media for their need and gratification. In other words wecan say this theory says what people do with media rather than what media does topeople. According to Elihu Katz, Blumler and Gurevitch's research there were 5 componentscomprising the Uses and Gratifications Model. The components are:
 
The audience is conceived as active.
 
In the mass communication process much initiative in linking gratification andmedia choice lies with the audience member.
 
The media compete with other sources of satisfaction.
 
Methodologically speaking, many of the goals of mass media use can bederived from data supplied by individual audience members themselves
 
Value judgments about the cultural significance of mass communicationIn the 90 minute synopsis, the beginning of the plot is quite scary, so the audiencemay be able to relate to this and also be scared while watching the film. Whilewatching a film, the audience feels relaxed as they will be focusing on one thing andnot having to worry about anything else. While watching our film, the audience will bespending time with their friends and family, and connecting with them they will befeeling what the girl will be feeling e.g. scared.
 
 And the viewer will get visualenjoyment out of our film, as we have incorporated different elements to ensure thatour film is enjoyable visually, and keep the audience alert and at the edge of their seats.

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