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Understanding Uses and Gratifications in Media by syed imran is a document available to read on EtoBox.
What is Understanding Uses and Gratifications in Media about?
This document provides an overview of uses and gratifications theory (U&G). It originated in the 1940s and examines how people use media to fulfill various needs and gratifications. The key assumptions of U&G are that audiences are active in their media consumption, use media purposefully to meet goals and needs, and have the power to choose what media content they consume. The document discusses the five categories of gratification (cognitive, affective, personal integrative, social integrative, tension-fr
- Author
- syed imran
- Language
- EN