SOC 656 Lecture Notes - Lecture 9: Elihu Katz, Bernard Berelson, Paul Lazarsfeld
27 Dec 2019
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Document Summary
Individuals don"t absorb advertisements until someone they see someone who is important to them picks it up: the media alone is not that powerful or influential, suggests that we rely on others. Audiences do not receive messages in the same way. The power held by the audience (receivers) and meaning depends on the individuals point of view: uses and gratifications theory (jay blumler and elihu katz, 1974, media users play an active part in a communication process. Theorist day that media user seeks out a source that best fulfils the needs of the user. Personal identity - we use media because it correlates with our personality and beliefs; a sense of personal expression. Information - consult media for understanding something that is going on in the world. Entertainment - people use media and enjoy advertising as a form of entertainment; escaping; a lot of consumption of fashion is through images.
