The uses and gratifications theory

The uses and gratifications theory

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The uses and gratifications theory

This theory gives most of the power to the audience and concentrates on the use made by the audience of the media.

The media may have several influences, depending on who is watching and for what reasons.

They often meet social needs for the audience. For example soap operas such as coronation street and hollyoaks.

Claims that television has great power to influence would be invalid under this theory.

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