This paper will discuss the main aspects of the Uses and Gratification theory and the Frankfurt school theory. The intention of this paper is to define the main assumptions of these theories and apply them to the events portrayed in the documentary ‘Super Size Me’ – a documentary about the outcomes of McDonalds. The documentary can be looked at using the uses and gratifications theory as well as the Frankfurt school theory. The uses and gratification theory is a part of the paradigm of limited effects.
People’s utility of the media is goal directed, indented and driven by their motivations. Imperviousness to influence refers to how audience chooses how the medium is going to be affected and influence them, although they are aware of the medias’ …show more content…
People are more likely to pay attention to the messages they can relate to in the media. A scholar would predict that, a morbidly obese woman who watches supersize me would only pay attention to the dangers of fast food industry due to the fact that she eats fast food everyday. This proves that individuals will choose what they want to perceive, while ignoring the rest of the information by choice. In the theory uses and gratification, one of the main issues discussed is wishful thinking. An obese woman might watch supersize me and fantasize about being skinny when in reality she will never due to the fact that she wont change her diet. The documentary itself argues in support of the Frankfurt School because it shows how the media such as large corporations like McDonalds have suppressed the feelings of the masses and made them submissive to fast food (Ardono & Rabniach, 1975). A scholar would ask “how does this film reinforce status quo”? Super size me states that fast food is toxic, and families should ban it from their diets due to increasing amount of health issues it causes. Yet, at every corner there is a huge advertisement for McDonalds (Spurlock, …show more content…
People recognize that fast food is terrible, but yet they still consume it. As a result, it is proven that the media has all the power. It contradicts itself; the media manipulates society into thinking they can change when in reality it is almost impossible, which creates false hopes (Adorno & Rabniach, 1975). One could argue that cuisine is a form of art. People invest time and effort into their dishes providing each one with a different flavor. Making sure that each, and every bite is fulfilled with perfection. Fast food industry such as McDonald’s are know for mechanizing cooking leaving no room for creativity. Each item on the McDonald’s menu is served numerous times which takes away from the art aspect of cooking. There is no art when it comes to McDonalds as Adorno & Rabniach (1975) once said the aura is lost. Cuisine is no longer valued for its artistic form, but rather the how much it costs. Uses and gratification's theory argues that each, and every audience member is unique. The people have all the power leaving the media weak. It is the job of the media to serve the interests of the people
People’s utility of the media is goal directed, indented and driven by their motivations. Imperviousness to influence refers to how audience chooses how the medium is going to be affected and influence them, although they are aware of the medias’ …show more content…
People are more likely to pay attention to the messages they can relate to in the media. A scholar would predict that, a morbidly obese woman who watches supersize me would only pay attention to the dangers of fast food industry due to the fact that she eats fast food everyday. This proves that individuals will choose what they want to perceive, while ignoring the rest of the information by choice. In the theory uses and gratification, one of the main issues discussed is wishful thinking. An obese woman might watch supersize me and fantasize about being skinny when in reality she will never due to the fact that she wont change her diet. The documentary itself argues in support of the Frankfurt School because it shows how the media such as large corporations like McDonalds have suppressed the feelings of the masses and made them submissive to fast food (Ardono & Rabniach, 1975). A scholar would ask “how does this film reinforce status quo”? Super size me states that fast food is toxic, and families should ban it from their diets due to increasing amount of health issues it causes. Yet, at every corner there is a huge advertisement for McDonalds (Spurlock, …show more content…
People recognize that fast food is terrible, but yet they still consume it. As a result, it is proven that the media has all the power. It contradicts itself; the media manipulates society into thinking they can change when in reality it is almost impossible, which creates false hopes (Adorno & Rabniach, 1975). One could argue that cuisine is a form of art. People invest time and effort into their dishes providing each one with a different flavor. Making sure that each, and every bite is fulfilled with perfection. Fast food industry such as McDonald’s are know for mechanizing cooking leaving no room for creativity. Each item on the McDonald’s menu is served numerous times which takes away from the art aspect of cooking. There is no art when it comes to McDonalds as Adorno & Rabniach (1975) once said the aura is lost. Cuisine is no longer valued for its artistic form, but rather the how much it costs. Uses and gratification's theory argues that each, and every audience member is unique. The people have all the power leaving the media weak. It is the job of the media to serve the interests of the people