Communication theory Research Paper Example | Topics and Well Written Essays - 1000 words

Communication theory - Research Paper ExampleCommunication Theory Application 1. installation The purpose of this analytical paper is to evaluate the chosen mass communication theory i.e. Uses and merriment theory (UGT) (Zhao, 2008). In influence to conduct an in-depth evaluation of the theory, hookup of internet mediums of social interaction (Facebook, Twitter, YouTube and Social Forums) and campaigns which are aired on television, print ads and magazines have been evaluated (Baran & Davis, 2011). The chosen situation which have been underlying to the evaluation of UGT is indigence of a divergent medium where communication and quick. Since Internet has taken its toll in terms of frequency and reach thus, people have become more than than attracted towards social medium for their social interactions (Larson, 2009). 2. Understanding Uses and satisfaction Theory Unlike other theories which determine the effects of media on the society, Uses and Gratification theory (UGT) is conc erned with the mode people make use of the media in order to meet their desires (needs) (Salwen, 2009). The commonality among the other mass communication theories and UGT is that it is associated with the psychological context of society (Fourie, 2001). In simpler words, UGT is establish on the evaluation of the needs that people fulfill through the maintenance of media (Asimow & Mader, 2004). Furthermore, there are a number of subsidies which are categorized in order to explain different behaviors of users. These include diversion, simulation, Self-indulgence etc. Katzs model of user and gratification theory has enabled the magic bullet theory to extend in terms of its theoretical reasoning. It will not be incorrect to state that the UGT is basically an extension of the research immersed within the concept of magic bullet. 3. Application of Uses and Gratification Theory A number of scholars and media investigators have made use of the UGT in order to find out the purpose of audi ences and media users (Reddick, 2010). These purposes may range from the need of gratification to the negative use of the internet. Scholars like Ruggiero have made use of the UGT in order to find out the grasp of computer based mediums for communication (Thorson, 2007). It should as well be noted that the usage of the UGT has been done in order to find out spread of all mediums. At one point, traditional mediums of communication much(prenominal) as print and electronic broadcast were also influenced by the UGT. Contemporarily, these traditional mediums are on their verge of reach throughout the world and their development is on its highest peak which means that the UGT application to mediums is evident. On the other hand, most of the scholars have also pointed out that the UGT approach has been successful in finding out the recounting between the individuals and media. As per the evaluation of different social mediums by applying the approach of UGT, it becomes clear that these serve the purpose of diversion, simulation etc. for the audience. The fact remains that with the aid of internet as a medium, bloggers have now become journalists. Also, readers claim that the bloggers are able to provide an insight of any issue. It is because of this reason that the readers are more attracted towards the blogging or social media journalism. This has created a great deal of issue