Gratification Theory and Uses & Gratifications Approach in the 21st Century
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A presentation on " Uses & Gratification" theory in the 21st Century , a paper written by Thomas Ruggiero
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Gratification Theory and Uses & Gratifications Approach in the 21st Century
- 1. GRATIFICATIO N THEORY IN 21ST CENTURY/ THOMAS RUGGIERO BY MARIAM ELIAS
- 2. WHAT IS U & G THEORY?
- 3. Media Effects Research Uses & Gratifications Motives & selection patterns ( radio/comics/news/music)
- 4. ARGUMENT ONE: Is U & G a rigorous social science theory or can explain the future of mass communication?
- 5. TIMELINE OF THE DEVELOPMENT OF U &G & ITS CRITICISM Early 1920’ & 40s 1950’s& 1960’s 1970s 1980’s& 1990’s
- 6. CONCEPTS 1- Active Audience 2-Dependency & deprivation theory 3-Low level & variable audience activity 4-U & G between Refine, criticism & Building 5-Telecomunication & revival of U& G?
- 7. 4 CONCEPTS TO BE READ IN U &G OF 21ST CENTURY 1- Interactivity 2-Demassification 3-Asynchroneity 4-hypertextuality
- 8. ARGUMENT TWO: How U & G could be read after the Internet & 21st Century ?
- 9. ARGUMENT THREE: How Can we make Use of Ruggiero’s proposal in our daily practice of mass communicators , advertising, media & new media ?
- 10. Thank You