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Essay / Media focuses on the audience - 579
Most of the media communication theory is clarified on how society has been affected by the media. But according to the uses and gratification theory of Blumler and Katz (1974), it was proposed in another way. According to uses and gratification theory, this suggests that the media user is not passive but plays an active role in selecting and using media in their own life. In other words, it focuses more on the audience rather than the effect of media on society (Dimbleby & Burton, 1998). Moreover, it suggests that we can definitely try to satisfy this need. media users select a media source to meet their needs and gratification. Therefore, the same media, for example the social networking site, may be used by a number of users but with different purposes (Dimbleby & Burton, 1998). Herta Herzog (1944) was the first published scholar to research and examine media gratification. According to Herzog (1944), she carried out research with dozens of soap opera fans and distinguished three categories of satisfaction. First, some of the resolutions...