4.26.11 comm notes

4.26.11 comm notes - Uses gratifications Theory Katz...

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Assumptions Audience members actively use media to fulfill needs or goals Audience members allow themselves to be influenced – or not Media outlets compete with one another to satisfy audience needs Why do we watch what we watch? (McQuail) Entertainment Information Personal Identity Personal relationships and social interaction Focus on the effect of media on political views Weren’t satisfied with the assumption that news media simply reflect the public’s interests Major assertion: public interest is a reflection of the media Assumptions Media have an agenda o Tell audiences what “news” is important o Tell audiences what to think about Because audiences need help in determining their political views, audience members rely on news media to point out topics of importance These assumptions have been tested and supported by empirical research
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This note was uploaded on 10/05/2011 for the course COMM 200 taught by Professor Sereno during the Fall '07 term at USC.

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4.26.11 comm notes - Uses gratifications Theory Katz...

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