communication theories origins methods and uses in the mass media pdf

Communication Theories Origins Methods And Uses In The Mass Media Pdf

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View larger. Request a copy. Buy this product. Alternative formats. This comprehensive and readable text applies communication theories to the mass media with an abundance of current examples from journalism, broadcasting, advertising and public relations to make concepts clear to students. The new edition of Communication Theories addresses the ongoing changes in the mass communication field and the new developments in mass communication theory that are occurring as we move into the new millennium. A new chapter on cyber communication Chapter 17 offers unique coverage of this critical new medium and an extensively rewritten chapter on media chains and conglomerates Chapter 16 addresses key developments in that arena.

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Communication Theories: Origins, Methods and Uses in the Mass Media, 5th Edition

Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification.


1 Introduction to Mass Communication Theory 3. Concept of Mass Communication 4. >The New Media Environment 4. The Role of Theory ;'The Goals of.


Theories of Mass Communication

View larger. Additional order info. K educators : This link is for individuals purchasing with credit cards or PayPal only. This comprehensive and readable text applies communication theories to the mass media with an abundance of current examples from journalism, broadcasting, advertising and public relations to make concepts clear to students.

Tte article searches into one of the classical theories of mass communication - getting uses and gratifications - which explains what attracts the audience to certain media and types of content. Describing the overarching classification of using media and consumer satisfaction, the author points out that the conception of getting uses and gratifications has proved most effective in studying the audience of the Internet, in general, and social media, in particular. Author for correspondence. User Username Password Remember me Forgot password? Notifications View Subscribe.

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Agnes P.

Tte article searches into one of the classical theories of mass communication - getting uses and gratifications - which explains what attracts the audience to certain media and types of content.

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