TY - JOUR
AU1 - Blumler, Jay G.
AB - Although the uses and gratifications approach lacks a single general theory, it is not inherently atheoretical, and the author suggests how progress can be made in dealing with four conceptual issues facing this tradition: the nature of the "active" audience; the role of gratification orientations in mediating effects; the social origins of media needs and uses; and the interest shared with students of popular culture in perceptions of and cognitions about mass media content formed by audience members.
TI - The Role of Theory in Uses and Gratifications Studies
JF - Communication Research
DO - 10.1177/009365027900600102
DA - 1979-01-01
UR - https://www.deepdyve.com/lp/sage/the-role-of-theory-in-uses-and-gratifications-studies-EPzu0kNFvL
SP - 9
EP - 36
VL - 6
IS - 1
DP - DeepDyve
ER -