USES AND GRATIFICATION

The uses and gratification theories simply talks about how the audience use the media to satisfy their needs at a particular time, that is, in a given context. In my view, i dont think it is so because the audience do not always gain from what they hear or listen to on radio. They have their own choices and therefore do not accept everything the media puts across to them.
It is an undeniable fact that the media has great influence on the soiety, but that is only in the contex of the society because if the society breaks down to individual decisions, the media has little or no part to play in decision making. so can one then say that media has come to play and in essence been used by the people to satisfy their needs?

AGENDA SETTING

Agenda seeting as a theory makes the media dominant over the audience and make them look passive since they make it seem they cannot make out the difference between what is right or wrong and so tend to feed them with what they deem important.

The audience as it is, consists of different kind of people who have different priorites and therefore make different decisions. Since the agenda setting theory only address certain issues and leave others, not all of the audience are addressed. This is because, a particular issue ignored might be as important to a particular audience as the one tackled.In the same way, wat they think relevent might be irrelevant to others.

Additionaly, since they only address issues that suits their house styles, the likelyhood of they not addressing issues that helps the society is high.

Hypodermic Needle Theory

The Hypodermic Needle Theory which is also known as The Magic Bullet Theory has got everything to do with media effects on viewers and listeners. But in this case it has got to do with a direct contact with viewers and listeners of the various media houses. In this case, listeners and viewers accept what they hear or see and do not consider the other side of what they have seen or heard. Whether it benefited them or was to their disadvantage did not bother them.

It was also found out that when the mass become individuals, the effect of the media is great and therefore could tune their minds easily and therefore be able to manipulate them. This, when achieved enables them to think the same when they come together to form a mass because they have already manipulated them individually and has turned them to the direction it wants. In conclusion, the hypodermic needle theory implied that mass media had a direct, immediate and powerful effect on their audiences.

Media Effects

The media effects theory which was coined by Harold Lasswell in 1935 basically talked about the effects radio and television have on their listeners and viewers. These effects were negative and likewise brainwashed radio and television audiences. Though these effects were largely spoken of in pertinence with academia, it just ended there but professionals had an extra interest in it.

These effects have social, psychological and behavioral influence on the society at large and therefore five ways have been organized to enable research into media effects possible. First of all is what the programme or advert contains. Most of them contain violence and sex which are traditionally immoral to be exposed to the public. This kind of exposure creates an indelible image in the minds of audiences which can last for a short time or even a lifetime.

Roles Of Journalists.

SOCIAL ROLES

1. Create Awareness

2. Educate

3. Entertain

4. Inform

5. Platform for Expression

6. Mouthpiece

7. Settle Conflicts

8. Gate keeping

9. Analysis Or Interpret

10. Knowledge Banks

11. Historical Records

12. Mobilizer

13. Watchdog

POLITICAL ROLE

1. Watchdog

2. Settle Conflicts

3. Agenda Setting

4. Link between Government and the People

5. Agitate for Change

6. Stability

ECONOMIC ROLE

1. Employment

2. Globalization

3. Encourage Incentive

I love wrestling on E Ghana TV because its entertaining and teaches a lot about life. Even mu mum enjoys it too.Some wrestlers are very tricky and its exciting to see them implement what they have in mind. Its just super fabulous.

Christopher Ashong,21
Tantra hill

There is always a new telenovela on TV and that is what keeps me glued to my TV set anytime I have the chance. I so much enjoy Storm Over Paradise because of the trend of the story. It teaches more about life and more so for we the upcoming youth it helps us handle love issues.

Gesa Geermann,18
Accra

TV Africa is so far what I've enjoyed watching.They always make sure they project the African values.In their dressing,their studio setting and more importantly their programme like Obaa Mmo. They make me feel and know that I'm in Africa and more so, in Ghana.

Josephine Ameble,22
Beautician

But of course Y Fm is the best you can get now. I mean every youngster and the young in heart loves the station.They play the best hip life and hip pop music.There is no other like Y Fm. The official frequncy.

Nathaneal Nubuor,21
Student,Tantra hill

My most enjoyed and appreciated news comes from GTV. They make sure news about the state is broadcasted at the right time and they are careful of what they say and bring out to the public.

Mrs. Georgina Baako,52
Businesswoman,Achimota

I enjoy wrestling on metro TV. Wrestling is all about concentrating on your opponent, reading him on his next move and coining your own move to be able to overcome your opponent when he makes his move. I enjoy wrestling because it keeps me steady wherever i am and I'm always on guard.This is Accra and everyone needs to look sharp

Desmond Dugbatey,23
credit vendour,Dome