Theory; is to understand mass
communication, this places more focus on the consumer or audience. It assumes
that the audiences are not passive but take a role in interpreting and
integrating media into their own lives. The audiences are responsible for choosing
media to meet their needs. This suggests that people use media to fulfill
specific gratifications. This would then imply that the media compete against
other information sources for viewers’ gratification.
·
Identify: being able to recognise the
person/product
·
Educate: being able to acquire
information, knowledge and understanding.
·
Entertain: what you are consuming should
give you enjoyment
·
Social Interaction: ability for products
to produce a topic of conversation between people.
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