The Uses and Gratification Theory according to the main proponents; Blumler and Kate, suggest that the media users play an active role in choosing and using the media. The theory gives the audience the full power to decide on the use of the media and how it will affect them.
The audience doesn’t just consume the media content but for a specific purpose that enhances gratification of certain needs mainly social and psychological needs.
Blumler and Kate believe that there is not merely one way that the populace uses the media, instead they believe there are many reasons for using the media, as there are many users.
The Uses and Gratification Theory however has several limitations/weaknesses, one of which is that viewers may not know why they chose to watch what they did, or may be unable to explain fully. The reasons given may be the least important. People may simply offer reasons which they have heard others mention.
Again, as a limitation the public may not be well-informed, thoughtful and be engrossed in public affairs, but rather they may only pay casual and intermittent attention to public affairs and remain ignorant of the details.
The Uses and Gratification approach has also been criticized as “vulgar gratification”. It is individualistic and psychologistic, tending to ignore socio-cultural context. As a theoretical stance the Uses and Gratification foregrounds individual psychological and personality factors and backgrounds sociological interpretations.
Lastly by the Uses and Gratification Theory, news media cannot conceal problems; it may rather change or lessen the awareness, priorities and prominence people attached to a set of problems.
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