Use And Gratifications Theory In Public Relations

Today’s media (news) plays an enormous role in the lives of people in directing a specific perception of the world around them. Most often media conduct's a subconscious effect upon its spectators in which the upshots are deliberately or illdeliberatly towards a particular topic.

The power of media has evolved so much over the last century and the technologies are getting more and more advanced. Long time ago, there were paper-based media such as books, magazines, newspapers, flyers and pamphlets. Then radios, TVs and motion pictures came to reality bringing media messages in real time to the people. Nowadays, it advances to a higher level, with the help of the internet, the media has expanded itself through the social media. And undoubtedly it has controlled the society indirectly and it is not stopping any time soon. Thus, it has made an impact in the mass society in a way that many people depends on the media for their daily activities, such as checking the phone for missed calls or new e-mails, checking

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.

Utilizing the new sensation of technological media, with its instant projection to a broader audience base, can be both advantageous and unfavorable. As media is frequently updating

The media is a well-known platform for viewers and largely impacts the people that watch or see certain programs. Therefore, it is safe assume that the media often represents realistic or unrealistic views

Every commercial, TV show, or movie we watch ends up affecting us in ways we cannot even imagine. For example, media gossip has connected people with their favorite celebrities so meticulously that it seems they are concerned with the celebrities’ lives more than their own. The reason that the media is so influential is attributed to its ability to be effortlessly and continually dynamic. Media can totally alter its perception of a certain topic and

Entertainment media can bring different issues to life by recreating the various movements and sound that is related to whatever issue the propaganda is aiming towards. Propaganda is often viewed as a form of manipulation. However, we have discussed in class that propaganda does not necessarily have to be negative. The purpose of propaganda is to mobilize and influence people to a side of a certain issue. Using entertainment media as a form of propaganda influences beliefs or ideologies of the audience which is further maintained in the society.

Every day, society is exposed to over countless advertisements through various forms of media. Since its creation, media has continuously influenced people in many aspects of

The controversial debate regarding whether media positively or negatively influences society increases each day. Despite the ability to connect with people worldwide or to stay informed with current events, any particular media can be detrimental to human development. Society pushes ideas through the television and web that can cause some form of attachment whether it be an emotional or physical one. The rise of dependency on media results in it transforming from a leisure activity to a habitual routine.

The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to

The research will include the uses gratification theory as it will explore a media usage motivation in depth. It states that people are actively seeking for different media tools that would help them satisfy their needs (Katz, Blumler & Gurevitch, 1974). This theory will provide insights into the specific motivation of hook up and casual sex found on Tinder. Next to this, the use of media in general is highly prominent in the lives of emerging adults; they spend more time on media than on any other activity (Coyne, Padilla-Walker &

Uses and gratification theory is a theories that concentrate on what people do with the media and what media does for the people. Uses and gratification theory is different from others theories that it suppose that because individuals have the right to use the media, not passive consumers who position themselves as media. Uses and gratification theory to explore how individuals purposely look for media to meet specific needs, such as entertainment, relaxation or socialization or goal. Several researchers have classified the type of uses and gratifications into a fourfold category system such as cognition, diversion, social utility, affiliation, withdrawal, and expression.

The uses and gratification theory seeks to understand the uses of which people seek media to fulfill certain gratifications (Baran and Doris, 2006) by identifying how people utilize the media to gratify their needs and desire.

     Good public relations is key to the success of any business. A company must strive to make itself stand out in its particular field. The media can be a very effective public relations tool if it is used right.

The Excellence Theory is a public relations theory that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organisations and their environments that make organizations more effective, and how the monetary value of public relations can be determined” (L. Grunig, J Grunig & Dodier, 2002). The theory resulted from a study about the best practice in public relations, which was headed by James E. Grunig and funded by the Foundation of the International Association of Business Communicators (IABC) in 1985.