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.