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Biology question- explain UGT

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Biology question- explain UGT

Posted by Niharika Gore 5 years, 2 months ago

CBSE > Class 10 > Science

1 answers

Yogita Ingle 5 years, 2 months ago

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?"It postulates that media is a highly available product and the audiences are the consumers of the same product.

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CBSE > Class 10 > Science