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Uses and Gratifications
Elihu Katz

Mass Communication: Media Effects


 

Theory Overview (9th Edition)

The media-effects tradition focuses on what media do to people. Uses & grats focuses on what people do with media. Media consumption is a deliberate choice designed to satisfy particular needs. Media don't have uniform effects on the audience; effects vary according to the individual reasons for media use. (Socio-psychological tradition)

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