This theory says that we are an active audience and seek our own media and that we are happier watching things that we understand and are comfortable with. It is not about how the media is presented but it is how we interpret it.
Wednesday, 6 April 2011
Uses and Gratification theory
Theorist: Katz, E., Blumler, J. G., & Gurevitch
This theory says that we are an active audience and seek our own media and that we are happier watching things that we understand and are comfortable with. It is not about how the media is presented but it is how we interpret it.
This theory says that we are an active audience and seek our own media and that we are happier watching things that we understand and are comfortable with. It is not about how the media is presented but it is how we interpret it.
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