Models #10 Uses and Gratification model

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Uses and Gratification model

In this video, we discussed the Uses and gratification model, the classical & modern approaches, from media effects to individual decision making. The functional model: escapist, relaxing, stimulation, imagination, the vicarious interaction between media & audiences. Modern: active audience, audience choices more decisive than media, media one of many options of gratification of audience needs, Society a source for both media and audience perceptions of problems and solutions.

The mistakes researchers in Pakistan make while using the uses and gratification approach as their theoretical matrix.

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