USES AND GRATIFICATION THEORY
The theory is an understanding of the audience independently interpreting a film. Its explores how audience use the media, rather than what the media does for/to them. The audience are in total control and freedom to determine how they interpret and act on the media they choose to acknowledge or not. Their reasoning behind what they watch and why vary from the following purposes:
1. Escape
2.Social interaction
3.Identity
4.Inform and educate
5.Entertain
The Uses and gratification theory was developed by researchers Bulmer and katz in 1948.
1. Escape
2.Social interaction
3.Identity
4.Inform and educate
5.Entertain
The Uses and gratification theory was developed by researchers Bulmer and katz in 1948.
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