25/05/2010 mass com

THE CRITICISMS OF THE USES AND GRATIFICATION THEORY.

Uses and gratification theory explains how people use the media to gratify their needs.

-Audience interpretation of what they see on TV, hear on the radio or read from newspapers varies from persons to persons. This will be as a result of the individual’s psychological make up, subcultural or socio-economic differences that helps to shape the way in which they interpret their experiences with the media.

-Also, TV viewing can sometimes be seen as a beautiful experience because of the visual impact .Some audience may not have any reason for watching a particular programme but, just for the fun of it or to while away time. such a person may not even pay attention to the programme being shown and hence wouldn't gratify any need.



WEEKNESSES OF THE AGENDA SETTING THEORY.

The Agenda-setting theory states that the mass media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them.

- Media users may not be as ideal as the theory assumes. People may not be well-informed, deeply engaged in public affairs, thoughtful or skeptical. Instead, they may pay only casual and intermittent attention to public affairs and remain ignorant of the details.

- For audience who have made up their minds, there is no media impact .This is because the media cannot create or conceal problems but may only alter the awareness, priorities and improtance people should attached to a set of problems.

MASS COMMUNICATION

FUNCTIONS OF THE MEDIA

ECOMOMIC

Emploment
advertising
income
mobilize
globalization
awareness
interprate

POLITICAL

link between the government and the people
gatekeeping
settleing conflict
investigation
keep historical records
agitate for change

SOCIAL
educate
inform
entertain

EFFECTS OF THE MEDIA ON THE INDIVIDUAL
What is your name?
Ans .. Sandra Cattrall
Age
Ans..25
Favorite Media
Ans...Television
Why that media?
Ans...This is because of the visual effect.
What is your favorite programme on the medium chosen?
Ans..Telenovelas
What inspires you to watch the programme you chose?
Ans..Because it teaches me lessons about love and life in general
What effect does it have on you?
Ans...It makes make very careful l with my love-life
How do you fell when you watch, listen or read?
Ans...I fell excited.
How do you feel when you do not watch, listen or read?
Ans...I fell I have missed something.
What time does the programme commence?
Ans...At 9pm
Are you available all the time to enjoy it?
Ans...Well, I sometimes miss it but most of the times, I get to watch it.
Will you substitute it with anything else?
Ans…It will depend on what I have to sacrifice it for; else, no!
Have you ever wished your programme doesn’t end?
Ans…I always wished so.