Finlay's A Level Media

Media Theories by Finlay Lacey on Scribd

Uses and Gratifications Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking "what people do with media" rather than "what media does to people" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meeting their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information and sources for viewers' gratification. (Katz, E Blumler, J G.& Gurevitch, M. 1974).   Basic Model It is suggested that the uses and gratification theory has to fulfill one of the following need when we choose a form of media: Identify - being able to recognize...

Similarities: Small Masthead. Column Style - text based. Authoritative, persuasive tone. Subheading - outlines opinion. Based on current affairs. Two or three different comment articles. Differences: Guardian articles are a lot longer than the Mail's. Guardian is objective but Daily Mail is biased (more nationalistic). Guardian states more facts. Mail's more opinionated. Guardian has more complicated, intellectual language. Mail uses more word play. Mail has more emotive readers. Guardian writes more passively. Mail writes more actively. Uses and Gratifications Theory: The Daily Mail fits the identify part of this theory because right-wing supporters identify with the values that the paper holds. The Daily Mail educates its readers in the comment section by sharing their views and giving their opinion on different topics. The Daily Mail entertains its audience with the more relaxed and biased perspective. Som...