The Uses-and-Gratifications Perspective of Media Effects
Published 1 February 2002
Alan Rubin
Citations816
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Abstract
Media effects researchers seek to isolate communicator, channel, or message elements that explain the impact of messages on receivers. One view of this process emanates from a mechanistic perspective and assumes direct influence on message recipients. Primary components of mechanistic effects research are: seeing audience members as passive and reactive; focusing on short-term, immediate, and measurable changes in thoughts, attitudes, or behaviors; and assuming direct influence on audiences.
Keywords
Social SciencesArts and Humanities
Journal of Broadcasting & Electronic MediaReligious television uses and gratifications
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