What is Blumler and Katz theory?
Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs.
What are the four uses and gratifications?
The four categories were: (1) Diversion: escape from routine or problems; emotional release; (2) Personal relationships: companionship; social utility; (3) Personal identity: self reference; reality exploration; value reinforces; and (4) Surveillance (forms of information seeking).
What is Blumler and Katz uses and gratifications theory?
Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.
What is Chaffey’s theory Social Media Marketing?
Chaffey (2012) argued that the one-on-one interactions on social media platforms between brands and customers helps build long-term relationships that will in the end be of financial benefit to the business, a view also shared by Ashley and Tuten (2015).
Who is the father of media?
He was a fixture in media discourse in the late 1960s, though his influence began to wane in the early 1970s….Marshall McLuhan.
| Marshall McLuhan CC | |
|---|---|
| Other notable students | Walter J. Ong |
| Main interests | Media mass media sensorium New Criticism |
Who made the uses and gratification theory?
Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them.
What is Gauntletts theory of identity?
David Gauntlett – identity theory. “Identity is complicated; everyone’s got one.” Gauntlett believes that while everyone is an individual, people tend to exist within larger groups who are similar to them. He thinks the media do not create identities, but just reflect them instead.