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Week 7: Uses and Gratifications (1: Needs (companionship, escape, passing…
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The social and psychological origins of needs which generate expectations of the mass media which leads to differential patterns of media exposure resulting in need gratifications and other consequences
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Everyone has their own needs, U&G therefore rejects the uniform-effect model (media as hypodermic needle)
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straight-line effect of media:
effect on behaviour predicted from media content alone, no consideration of differences between people
example:
Glenn- watched football bc he is a fan
Cheri- watches football bc she does not wanna see sad news