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?
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I would not agree with you on the media's role in decision making. The extent of media role in individual audience decision making is very great. And am amazed by your statement that the audience gain nothing from what they view or listen to on the media. Are sure the audience do not readily accept what the media puts accross?
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