Uses and Gratifications Theory and Agenda-Setting Theory


Uses and Gratifications Theory:
  • Audiences play an active role in choosing the media they will be subjected to and will be gratified by this media
  • This theory argues that audiences aren't passive and will choose media that will benefit them


Agenda-Setting Theory:
  • The press may not be successful in telling people what to think, but it's very successful in telling people what to think about.
  • Theory is that news media helps set the public agenda by displaying certain stories more often than others
- Shaw and McCombs 1st tested this theory in the 1968 Election; Nixon vs. Humphry

YOUTUBE VIDEO:
http://www.youtube.com/watch?v=4bTqsbDaleU 
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