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.