Early criticisms: U& antiophthalmic concomitantor unit;G heavy focus on the fact that it relied heavily on self-reports, was unsophisticated most the social crease of the needs that audience bring to the media, was to a fault unscholarly of the possicle sysfunction both for self and society of certain kinds audience propitiation and was too captivated by the inventive miscellanea of audiences exercise to pay attention to the constraints of the text (Katz) Dispite severe limitations, capital of southmost Carolina university exaimened effects of mass media on political behvaiour- 1948 Truman election- mass media write out a weak role in elecition decisions compared with personal influence- sop up IN WITH two step flow model (Katz, 1960) fifties and 1960s Research childrens use of television was influenced by individual mental ability and relationships with parents and peers Mendelsohn (1964) several generalized funstions on listening to radio: companionship, bracketing the day, changing mood, counteracting loneliness, boredom, providing useful information or news, aiding social interaction. *This period conducted a shift from the traditional effects model of mass media research to a more functionalist perspective. seventies rese arch Examined audience motivations and deve! loped additional typologies of the uses people make of the media to recreate social and psychological needs. 1980s and 1990s U&G researcher uses the audience as a patch of departure- believing it was more beneficial to emphasize similarities than differences industrious audience disparate individuals tend to display different types and amounts of avtivity in different conference settings and at different times in the...If you want to nab a full essay, order it on our website: OrderCustomPaper.com
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