Media effects — uses and gratifications
Theory that audiences actively use media to gratify needs: social contact (feeling part of community), entertainment, information, escapism; challenges passive audience assumptions.
Real World
The global rise of true crime podcasts like 'Serial', which attracted 175 million downloads, illustrates uses and gratifications: listeners actively seek them out for information, intellectual stimulation, and the social experience of discussing episodes with friends.
Exam Focus
State Katz and Blumler by name and list at least three specific gratifications (surveillance, personal identity, social integration) to access higher mark bands.
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