Review of Media Gratification Research by Karl Erik Rosengren, Lawrence A Wenner, and Philip Palmgreen
Review of ‘Media Gratification Research’
From 1974-1985, there were some rapid changes in the field of media gratification research but the base were neither new nor revolutionary. It had made some abrupt change with the help of technologies. When the uses of mass communication in 1974 suggested that “Ask not what media do to the people but also what people do with the media”. Than, the role of people in the society as one of the significant stakeholder of the society. In term of “Shift of Paradigm”, many writers said- this is the point of departure in media research and it was based on the mixture of media uses and the intervention of media effects. But there is some other opposition with their own grammar of media “Shift of Paradigm”.
Now a days, media gratification research develop all over the world as one of the unavoidable discipline. When it were in the starting gate with slow speed, there were two factors; first effect of World War II with difference experience of individual gratification. Secondly, the use of variable of social and psychological aspects the, in term of media consumption. The second part has four influential elements like; a) Surveillance, b) Correlation, c) Socialization and d) Entertainment.
In the third phase of development of gratification research, it became nature. Author expressed that, the use of gratification approach concerned with social and psychological needs by the prospect of media and other sources which involved people in to the media exposure to gratify people. And the concept of gratification sought is the usage of active audience can be understood by the media goals which competes with other source of entertainment by the audience need and make the people gratified with various aspects.
As these assumption are important part of research over decades but these statements have some debate like the make of the theory in use and gratification studies and the relation of functionalism with media usage.
From 1974-1985, there were some rapid changes in the field of media gratification research but the base were neither new nor revolutionary. It had made some abrupt change with the help of technologies. When the uses of mass communication in 1974 suggested that “Ask not what media do to the people but also what people do with the media”. Than, the role of people in the society as one of the significant stakeholder of the society. In term of “Shift of Paradigm”, many writers said- this is the point of departure in media research and it was based on the mixture of media uses and the intervention of media effects. But there is some other opposition with their own grammar of media “Shift of Paradigm”.
Now a days, media gratification research develop all over the world as one of the unavoidable discipline. When it were in the starting gate with slow speed, there were two factors; first effect of World War II with difference experience of individual gratification. Secondly, the use of variable of social and psychological aspects the, in term of media consumption. The second part has four influential elements like; a) Surveillance, b) Correlation, c) Socialization and d) Entertainment.
In the third phase of development of gratification research, it became nature. Author expressed that, the use of gratification approach concerned with social and psychological needs by the prospect of media and other sources which involved people in to the media exposure to gratify people. And the concept of gratification sought is the usage of active audience can be understood by the media goals which competes with other source of entertainment by the audience need and make the people gratified with various aspects.
As these assumption are important part of research over decades but these statements have some debate like the make of the theory in use and gratification studies and the relation of functionalism with media usage.