uses & gratification theory in the 21st century
Post on 13-Jan-2017
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USES & GRATIFICATION THEORY IN 21ST CENTURY/ THOMAS RUGGIERO BY MARIAM ELIAS
WHAT IS U & G THEORY?
Media Effects Research
Uses & Gratifications
Motives & selection patterns (
radio/comics/news/music)
ARGUMENT ONE:
Is U & G a rigorous social science theory or can explain the future of mass communication?
TIMELINE OF THE DEVELOPMENT OF U &G & ITS CRITICISM
Early 1920’ &
40s
1950’s&1960’s
1970s1980’s&1990’s
CONCEPTS1- Active Audience2-Dependency & deprivation theory3-Low level & variable audience activity4-U & G between Refine, criticism & Building5-Telecomunication & revival of U& G?
4 CONCEPTS TO BE READ IN U &G OF 21ST CENTURY
1- Interactivity2-Demassification 3-Asynchroneity 4-hypertextuality
ARGUMENT TWO:
How U & G could be read after the Internet & 21st Century ?
ARGUMENT THREE:
How Can we make Use of Ruggiero’s proposal in our daily practice of mass communicators , advertising, media & new media ?
Thank You
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