4/22/12

Uses and Gratifications Theory

Click to edit Master subtitle style Stanley Baran

4/22/12

Stanley Baran

He earned his Ph.D in Communication research at the University of Massachusetts after taking his M.A in Journalism at Pennsylvannia State University. He led the Dept. of Radio-TV-Films graduate program for 6 of his 9 years and won numerous teaching awards there, including the AMOCO teaching Excellence Award as the best instructor on that 40,000 students campus. Dr. Baran has published 10 books and scores of scholarly articles and he sits on the editorial boards of 5 journals. He is married to Susan baran and has three cool children, Simmony, matt, and Jordan.

Uses and Gratifications Theory Content

4/22/12

What people do with media rather than what media do to people audience members motives

Emphasizes

4/22/12

Criticisms
The

people what they want The theory served an

media give Disadvantages Advantages

important function in It ignores the fact the development of that communication media mass much theory by stressing in consumption the reciprocal unintentional.nature of mass The communication approach process. ignores medias

cultural people is in role That is important in the shaping peoples process--media choice they and choose the content, use. make meaning, they