Uses and Gratifications
Bring in Blumler and Katz.
This theory argues that audiences actively select media to satisfy needs.
Examples;
Entertainment
Netflix / Disney+
Information
YouTube
Social interaction
TikTok / Instagram / Reddit
Personal identity
Fan communities
Escapism
Streaming / gaming
Therefore institutions use different platforms because:
Different platforms provide different forms of gratification.
ACTIVITY
Write a paragraph for MEDIA ECOLOGY that incorporates the above theory into the following previous exam question from 2024;
"Evaluate the significance of contemporary technologies which have changed our relationship with the media."
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