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Student CM 380 U&G

Uses and Grats

Patrice Oppliger

on 4 November 2013

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Transcript of Student CM 380 U&G

Social Learning Theory
Cultivation Theory
Agenda Setting Theory
Uses and Gratification
Dependency Theory
Consider an active audience that makes choices (selective exposure)
1. media use is goal-directed,
purposive, and motivated
2. people initiate selection and use
to satisfy needs or desires
3. a host of social and psychological
factors mediate behavior

4. media compete with other forms
of communication
5. people are typically more
influential than the media
inclusion, pleasure, relaxation,
mood management, information, ritualized
social and psychological antecedents
Excessive dependence on medium = more influence and power
Passive Audience:
Active Audience:
Uses and Gratifications
Critical Theories
Humanistic Perspective
Social Scientific Perspective:
Uses & Grats focuses on:
*Example: dependency on news outlet
Full transcript