Uses & Gratifications theory focuses on active audience involvement in media consumption, Cultivation Theory explores media's impact on viewers' perceptions of reality, and Negotiated effects theory emphasizes the dynamic interaction between media content and audience interpretation.
Uses & Gratifications theory in media studies focuses on how individuals actively choose media content based on their needs and desires, rather than passively receiving messages. It emphasizes the role of the audience in determining the effects of media consumption. This theory suggests that people use media for various purposes such as information, personal identity, entertainment, and social integration.
Cultivation Theory posits that prolonged exposure to media, especially television, shapes individuals' perceptions of reality, leading to a distorted view of societal norms and values. Viewers may internalize certain beliefs and behaviors presented in the media as representative of the real world, influencing their attitudes and behaviors. The theory draws parallels between how media messages cultivate social realities and how farmers cultivate crops over time.
Negotiated effects theory acknowledges the interaction between media messages and audience members, highlighting that individuals have the agency to interpret, accept, reject, or negotiate the meanings conveyed by media content. It underscores the complexity of media influence, recognizing that viewers actively engage with and make sense of media messages based on their own perspectives and experiences.
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