The uses and gratifications model by Katz and Blumler suggests that Audiences, now 'active', make conscious choices about their content consumption of media. Based on Maslow's Hierarchy of Needs, U and G simply states that audiences consume media to entertain or divert them, provide information, socially interact with others and reaffirm personal identity.
A criticism of U and G is that is does not account for texts or parts of texts which audiences do not consciously choose, or that audiences may not know why they have chosen a text. Finally, audiences may be barely engaged with the text they are consuming and therefore a discussion of the 'Use' or the 'Gratification' seems irrelevant.
In addition, not all audiences have access to all Media, sometimes due to expense and sometimes due to restricted acces, this is especially true of media in Global contexts.
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