Uses And Gratification Model Flashcards
1
Q
What is the uses and gratification model?
A
- assumes that the media has the weakest effects and the audience are the most active
- we use media in a variety of ways in order to satisfy our desires and interests
- audiences will consume different media content based on their different backgrounds - can made conscious choices to do so
- media does not have power over the audience - the media will have to respond to the needs of the audience
2
Q
Examples of individuals can use the media?
A
- explore identity and to conform an identity; could mirror their interests and values
- creates a diversion - basically distract
3
Q
EVAl for the use and gratification model?
A
- hypodermic syringe model: distracted from the world and distracted from what is going on and maintains the dominant ideology
- everyone, may be shaped by western media - lead to culture hegemony ( culture -effects )
