Impact Of Mass Media On The Media Essay

1692 Words Apr 20th, 2015 7 Pages
The main focus that early mass communication research has commonly looked into is what impacts media can implicate onto an audience. But as explored by Blumler (1974) through flipping the focus of study onto audience uses of media rather than media effects it has allowed a different study to be explored, which is set as the uses and gratifications research. As discussed by Rubin (1986), uses and gratification research looks into the media audience’s uses and the needs of certain media, as well as the sociological need and physiological thinking which gives an explanation to this audience’s media consumption. Early mass media (pre-internet) uses and gratification research look into audience behaviour when it comes to the newspaper, radio and television; although majority of the uses and gratification of each platform interlink, each shows a certain relationship built between audience and media platform, which can be explored in case studies forthcoming. As a result of a gradual change of media with time, the internet and digital media era has been created, grown and now dominates in contemporary society. Whether the study of early mass media uses and gratification is relevant and applicable will also be analysed and applied into its own context.
The findings of early mass media research of uses and gratifications will be presented through different case studies according to each segment of mass media; Berelson (1949) researched newspapers and its value; Herzog (1942) looks…

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