Open AccessEvergreen Theories of Mass Communication: Uses and Gratifications Approach
Author(s) -
Gennady Petrovich Bakulev
Publication year - 2017
Publication title -
vestnik vgik
Language(s) - English
Resource type - Journals
eISSN - 2713-2471
pISSN - 2074-0832
DOI - 10.17816/vgik91140-150
Subject(s) - uses and gratifications theory , mass media , evergreen , advertising , social media , sociology , psychology , computer science , world wide web , botany , business , biology
Tte article searches into one of the classical theories of mass communication - getting uses and gratifications - which explains what attracts the audience to certain media and types of content. Describing the overarching classification of using media and consumer satisfaction, the author points out that the conception of getting uses and gratifications has proved most effective in studying the audience of the Internet, in general, and social media, in particular.