Gratification Theory Mass Media - 1585 Words

Theories in mass media play an important role in society which provides a lens to observer communication in a medium. There is a multitude of media theories, but I will explore those of Elizabeth Noelle-Newman and how people use media for their need and gratification. The spiral of silence theory and the uses and gratification theory both give convincing and detailed explanations that link the media and the audience. There is a likeness in both but there are also many difference between the two. After reviewing each theory and proving examples that relate to each, I will then follow by examining the differences between the two and ways they complement one another. Elizabeth Noelle-Newman’s theory the spiral of silence (SST) explains the†¦show more content†¦An example of this theory in the media today can be seen through the use of social media channels such as Facebook and Twitter. These sites provide individuals with the ability to observe the behaviors around them, which becomes a constant cycle of approval and a disapproval of behaviors. Using the quasi-statistical process individuals who use media often are influenced by these behaviors which in return influence how they choose to express their opinion. Those who hold the majority opinion in these large networks are challenged less and retain their dominant position across a large range of issues, which—in theory—could facilitate a suppression of minority opinion on a global scale (Stoycheff 2017). Uses and gratifications theory (UGT) deals with the effect of people on media. The basic concept is audience activity. So, in other words, UGT is an approach to understand why audience actively seek out specific media outlets that meet their needs, knowledge, social interaction, and diversion. Media has a limited effect on its audience because the audience is actually in control of media selection and information processing (Cragan Shields 1998, p.268). According to the theory, we use mass media to meet our needs such as acquiring knowledge, to be entertained, a personal identity, social interaction, andShow MoreRelatedThe Uses And Gratifications Theory Essay1656 Words   |  7 PagesThe uses and gratifications theory has been explored by many a scholar from as early as the 1940’s. While many audience theories focus around what effect media products have on audiences, Chandler (1994) states that instead the uses and gratifications theory focuses on what audiences do with med ia. Chandler continues that this audience model focuses around why and how people select and use media texts in order to fulfil particular social or psychological gratifications. 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