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