"which theory of media consumption combines elements of both the magic bullet theory and the uses and gratifications theory? '

Further explanation

Theory of Use and Fulfillment of Needs is one of the theories of communication where the focus of research is carried out on the viewer as a determinant of the choice of messages and media.

they are responsible for choosing the media they will use to meet their needs and these individuals know their needs and how to meet them. Media is considered to be only one way of meeting needs and individuals may use media to meet their needs, or not use media and choose other ways.

theory of Use and Fulfillment of Needs using this approach focuses on audience members. Where this theory tries to explain about how the audience chooses the media they want. Where they are audiences / audiences who actively choose and have different needs and desires in consuming media.

According to its founders, Elihu Katz, Jay G. Blumlerm and Michael Gurevitch uses and gratifications examines the origin of psychological and social needs, which raises certain expectations from the mass media or other sources, which lead to different patterns of media exposure, and lead to fulfillment of needs and other consequences.

This approach contrasts comparing the effects of the media and not 'what the media do with their viewers' (criticism of the hypodermic needle theory, where the viewer is a passive object who only accepts what the media gives).

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the uses and gratifications theory :

Details

Class: college

Subject: social studies

Keywords : theory, media, needs, Use and Fulfillment

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