MEDIA AND THE USES OF GRATIFICATION THEORY (ENGLISH AND LINGUISTIC PROJECT TOPICS AND MATERIALS)
The uses and gratification theory says that instead of focusing on media content, it directed attention towards the audience. Instead of considering the audience on positively exposed to strong media messages, it considered an active audience that consciously selected and used media content to satisfy various needs. Instead of focusing on what mass media do to people, it focuses on what people do with the media.
This theory assumes that the media competes with other sources of needs satisfaction. This focuses on the idea that each individual has several needs. In response to this, they have created a wide range of choices that will meet these needs.
This theory belongs to the interest effect theory. It is concerned with what people do with the mass media, instead of what the mass media do to the people. The assumption is that the people influence the effects that the mass media have on them. The people are not just passive receivers of the messages, but active influences of the message effects. This is because they selectively choose, attend to perceive and retain the media message on the basis of their needs beliefs, etc (Anaeto, Onabajo and Ositeso 2008, P.71).
In conclusion, the theory perceives the audience as actively influencing the effect process. Since they selectively choice, attend to, perceive and retain the media message on the basis of their needs beliefs etc.
The Perception Theory
This theory was propounded by B. Berelson and G.A Steiner in 1964.
Berelson and Steiner assumes that mass communication want audiences to pay attention to their messages, and make appropriate changes in attitudes or beliefs, or produce the desired behavioural responses. The perception theory tells us the process of interpreting messages is complex and that these goals may be difficult to achieve.
Berelson and Steiner (1964: p.88) state that perception is the “complex process by which people select, organize and interpret sensory stimulation into a meaningful and coherent picture of the world.
Selective Exposure.
Anaeto, Onabajo and Osifeso (2008, p.67) asserts that” the tendency for people’s perception to be influenced by wants, needs, attitude and other psychological factors. It means that different people can react to the communicator can assume that a message will have the same meaning for all receivers.
Selective Exposure.
Anaeto, Onabajo and Osifeso (2008, p.68) asserts that ‘There is tendency for individuals to expose themselves to these communications, that are in agreement with their existing attitudes and to avoid those that are not.
