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Communication (1,829)
CMN1160 (207)
Dina Salha (43)
Lecture

Lecture 5

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Department
Communication
Course
CMN1160
Professor
Dina Salha
Semester
Winter

Description
February 7th 2012Lecture 5Uses and GratificationStems from functionalismIt looks at the individual as someone who is powerfulThe role of the media according to the school of thought is to make society workMedia has to keep the audience the consumers happyTheories are called administrate theories because they have a concern with how messages are managed and how they flowBrings back psychology into the equation asks how and why people use the mediaStarts with the point of the individual rather than the mediaUse and gratification takes the pointof entry of the individual and sees how everyone uses thisCalled advanced functionalismThis classic functionalism of Lazarsfeld insisted on the sociological aspects of functionalism rather than psychological aspectsNew variant of functionalism that concentrates aspects uses and gratificationsBrief ReminderThe essential traits of functionalism a functionalist envisions every institutionnotably the media institutionsas being dependent on the desires and needs of the individualSo if the media exists it is strictly to respond to our needsIf they did not respond to our needs they would disappearIn this view the contemporary American society is the best way to respond to a maximum number of desiresIt constitutes then the achievement of each society a model to which all societies aspireBecause of this optimistic vision of social formations functionalism tends to ignore critical approachesIt simply confirms that society results from the necessity to respond to human needsUses and gratificationAdopting the point of view of the individual and not that of the mediaThe fundamental question that is asked is why and how do we use or do we consume the mediaWe use the media because they offer us functional equivalents to human interaction According to uses and gratifications we use the media as sources of entertainment and informationBut also in order to respond to subjective states such as sadness loneliness and so forth
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