2. BACKGROUND
Originated in the 1970s to stress the active audience and
user (in opposition to typical studies which focused on the
sender and the message).
3. CORE ASSUMPTIONS
& STATEMENTS
Explains the uses and functions of the media for individuals,
groups and society.
There are three objectives:
1. To explain how individuals use mass communication to
gratify their needs.
2. To discover underlying motives in individuals’ media
use.
3. To identify the positive and negative consequences of
individual media use.
4. Audience members actively seek out the mass media to
satisfy individual needs:
Relationships // to build and develop relationships
Identity // to establish identity
Diversion // to seek out a distraction
Surveillance // to learn and gain information
