Critique the Uses and Gratification Theory of Media Effects

The uses and Gratification theory of media effects focuses on the consumers of media information.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 meet their needs. The approach suggests that people use the media to fulfill specific gratifications.

Juxtaposing the tenets of this media doctrine to what pertains on the ground,it is no mincing words at all to state that this media theory lacks meat when one considers the power that the media holds in tuning the interest of people towards a particular direction.Indeed the power of the media over people far out weighs the reversal.The media gives what it fells will fetch readership instead of what the public will demand of them.The public at the mercy of the media,is affected either positively or negatively by the kind of information leased out.


References

Blumler and Katz. The Uses of Mass Communication: Current Perspectives on Gratification Research.

DeFleur, M. L., and Ball-Rokeachi, S. J. (1989). Theories of Mass Communication.

Katz, E. (1987). Communication research since Lazarsfeld. Public Opinion Quarterly, 51, 525–545

Critique the Agenda Setting Theory of Media Effects

The Agenda Setting Theory of Media Effects stipulates that the Media holds it in their power to determine which issues society should consider serious and feed on.Thus the media charts the path of a public agenda.

In our society today, it is a well worn cliche to stress that the media is not always considered the primose interparose when it comes to how society should think and set its priority.A lot of discerning listeners subject news to severe scrutiny and decide which one to pick with no cognizance yo what news items made the headlines.To such people the media has rather become a tool for exaggeration where every fire becomes an inferno,every demonstration a rampage as well as every defeat a collapse.The other side of the coin lies in the fact that there are independent people who are so liturgical to whatever goes on in the media.Thus with such persons, nothing informs their already formed perceptions and trends of thought.

References

McCombs, M.E. (1982). The Agenda-Setting Approach. In: Nimmo, D. & Sanders, K. (Eds.) Handbook of Political Communication. Beverly Hills, CA.: Sage.

Kosicki, G. M. (1993). Problems and Opportunities in Agenda-Setting Research. Journal of Communication. Vol. 43, No. 2, pp. 100–127.

Kiousis, S. , McCombs, M. (2003, March). Agenda Setting Study: Agenda Setting effects and strength, MT Journal Nr. p. 142