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