UGT in the 21st Century

2. Croteau, D & Hoynes, W (2003). Media Society: Industries, Images and Audiences ((third edition) ed.). Thousand Oaks: Pine Forge Press. pp. 305–307.

This shows relation to the ‘conflict theory’, because different social groups are not treated equally.

a) the arousal motive b) the achievement motive c) Maslow's hierarchy of needs d) Zuckerman's dangerousness model

Other notes: Another approach to a study on uses and gratifications could be working backwards from pleasures and gratifications to needs (Katz, Blumler and Gurevitch 1973). Whichever way you proceed with a study, you need to systemize categories of the needs and wants of people to gauge the gratification from a particular type of media (Katz, Blumler and Gurevitch 1973).

Darrin Brown, Sharon Lauricella, Aziz Douai and Arshia Zaidi composed a study focusing on the uses and grats of the aforementioned genre as a means of better understanding the relationship between television and its audiences (Brown, Lauricella, Douai, Zaidi, 2000). Blumber and Katz’s theory on uses and gratifications suggest that audience’s choose to watch certain programs as it satisfies a particular need; in other words, people use a program to gratify or please themselves (Who Watches Crime Dramas and Why?, 2012). They identified four main uses and grats: entertainment and diversion, where there is an idea of escapism; surveillance and information, where people have an urge to become more knowledgeable in a particular area; personal identity, where there is a comparison between the characters and audience members; and finally, personal companionship, where audience’s become involved with characters as if they were real (Who Watches Crime Dramas and Why?, 2012). The uses and Gratification theory assumes that audiences use mass media as an outlet for satisfying certain needs and desires (Brown, et. al, 2000). According to another group of scholars, the gratification individuals get when using such media are both social and psychological in nature (Brown, et. al, 2000). In

Postman (1987) claims that television is an evil that destroys the purpose and complexities of public discourse. He argues that important issues are oversimplified and drowned in a sea of irrelevance. Chaffee and Metzger (2001) confirm this assumption by remarking the evolution of print and radio into television and television into new media. Establishing the similarities between Postman’s chief complaints about the television medium and the new media then rearing its ugly head. Chaffee and Metzger indicate the shift in the denotations of mass, media, and communication. With technological advancements, it is impossible to ignore the new media and its impact on modern culture.

Social stratification systems can persist over the long haul only if people believe in their legitimacy (Sheperd, 2013). The reason why

Psychologists who have researched the topic of motivational concepts conclude that there are four theories of motivation. They are the instinct theory, the drive-reduction theory, the arousal theory, and the Maslow hierarchy of needs theory. This experiment is a research that the psychologist could take part in by examining their behavior patterns as they too are a part of the human factor.

Throughout society, the mass media constantly changes over time. The mass media play a prominent role in informing the public about what occurs within the world, especially in areas which audiences do not acquire direct experience and knowledge. This essay will argue that the propaganda model is no longer valid as it has become outdated. This essay will also discuss the model in relation to the five filters and draw on Rampton's critique of the propaganda model in contemporary society.

Throughout America’s infantile years, the media solely consisted of the printing press, but as a result of industrialization, commercialization, and professionalization, it now extends into the world of technology, reaching far more Americans than ever before. Media can be defined as collective outlets for mass communication. In today’s society, massive amounts of media are consumed in a plethora of forms: newspapers, magazines, television, Internet, and social media. The 2007 U.S. Census Bureau 's Statistical Abstract of the United States reports that adults and teens spend nearly five months out the year watching television, surfing the Internet, reading daily newspapers and listening to music (cited in ABC News, 2006). In correspondence

Radio, television, film, and the other products of media culture provide materials out of which we forge our very identities; our sense of selfhood; our notion of what it means to be male or female; our sense of class, of ethnicity and race, of nationality, of sexuality; and of "us" and "them." These products of media help shape our view of the world and our deepest values: what we consider good or bad, positive or negative, moral or evil. They contribute to educating us how to behave and what to think, feel, believe, fear, and desire -- and what not too. The media teach us how to be men and women, how to dress,

The mass media has become a big part of our society and its counterparts. In a time span of 50 years this medium has influenced society to an extent where it has created wonders. This immaculate tool can control almost every action we perform, from speaking to the actions that every human being performs in society. The mass media has brought upon a new era of idea's and changes in the world we live in. As we analysis media in depth we will find many aspects of media which overlap and some of the smallest factors and aspects of media, which create the biggest impact on society.

Media is all around us and individuals seek gratifications from using it, “In the era of mediatization, the vision of what the media do with audiences and what

Mass media plays an important role in the society by providing entertainment, information and acting as the government’s overseer. Several scholars have developed philosophies that help people understand how mass media fulfills its roles in the society. For example, Horkheimer and Adorno have constructed theories that explain the functions and impacts of mass media in the society across the globe (Mosco, 2008). The central theme in all mass communication models entails the meaning of media contents, which include the images and texts and their influence on the target audience. The perception of the target audience concerning the text and images in the media are what form the basis of these theories. This essay discusses two hypothetical frameworks: the political economy and cultural studies theories, including their similarities and differences, and how they help in understanding the relationship between the media and society.

A prominent critique of Gerbner’s research was the use of telephone surveys to acquire data, which while efficient is questionable due to the reliability of subjects’ memory of media viewed, a concern that persists with the increase of media content availability (Ibid.). The cultural indicators he commonly employed to operationalized various measures were later found to be uncorrelated, a major flaw in the research body (Gerbner, 1970; Gerbner et al., 1978; Potter, 1994). The largest gaps in the literature is the lack of research of message system analysis and the lack of synthesizing existing analysis, which has been equated to limitations in research practices (Potter, 2014). Empirical evidence has only partially supported the theory, with cultivation analysis being persistently an issue presented by early critics (Hirsch, 1980; Hughes, 1980). Despite it’s status as a “critical” theory of mass communication Gerbner’s cultivation has been only weakly or moderately and supported, with several unaddressed weaknesses (Reber & Chang, 2000; Shanahan & Morgan, 2004; Potter, 2014).