Monday , March 25 2024

Media Uses and Gratifications: Some Features of the Approach: Jay G. Blumler Versus Denis McQuail (Video)

Media Uses and Gratifications: Some Features of the Approach

Denis Mcquail and Jay G. Blumler are legendary names associated with foundational thoughts in the field of Mass Communication. In a seminar organised Oxford Internet Institute, University of Oxford, the two scholars found themselves exchanging classic views and thoughts on the relevance Uses and Gratifications Approach in contemporary society.

Prof. Jay G. Blumler discussed the origins and sources of the appeal of the ‘uses and gratifications’ paradigm in the seminar organised by the Oxford Internet Institute, University of Oxford. This led to Denis Mcquails response on the issue.

Here are the basic evolving issues on the Uses and Gratifications Approach which informed the seminar, (as stated by Oxford Internet Institute):

Is the active audience an article of faith or an empirical question? Empirical and quantifiable measurement of gratifications sought or obtained from consumption of a wide range of media materials proves to have been remarkably easy and productive when undertaken properly. After reviewing the principal conceptual framework of the ‘uses and gratifications’ paradigm, Jay G. Blumler provided an overview of the prominent and to some extent recurrent typologies of gratifications sought (or obtained) that have emerged from research in the area. He also reviewed the social origins of gratifications, and the interplay of gratifications and effects.

There has been some lessening of interest in the paradigm from approximately the 1990s, and Jay G. Blumler’s talk end with a discussion of the main criticisms of the approach. Having flourished in a period of classic, limited-channel television, can the uses and gratifications approach be applied in today’s very different communications system? If so, how? And what, if any, lessons can we take from its mainstream heyday?

READ ALSO  Watch! Female Soldier filmed fighting elderly grandmother in Port Harcourt (video)

 

Listen to Prof. Jay G. Blumler discourse on the origins and sources of the appeal of the ‘uses and gratifications’ paradigm;

Denis Mcquail is a legend in the field of mass communication, especially communication theories. Listen to his response to Jay G. Blumler’s talk on the origins and sources of the appeal of the ‘uses and gratifications’ paradigm. In the same seminar Jay G. Blumler discussed the origins and sources of the appeal of the ‘uses and gratifications’ paradigm which led to the reaction by Denis Mcquail. Though Denis Mcquail died in June, 2017, his thoughts on communication theory are ever fresh and intriguing.

See Denis Mcquail’s reaction;

Source:

About Chinenye Nwabueze

Nwabueze is a writer with passion for cutting-edge news

Check Also

Male humpback whales caught on camera having s3x

Two humpback whales have been caught on camera engaging in homosexual s3x. A just-published study …

Leave a Reply

Your email address will not be published.

%d bloggers like this: