Public Relations 2013

1. Review the theory of media uses and gratification. Discuss two specific examples of this theory in action, for example mass media that particularly address a target audience that would be engrossed in content from that media outlet or an active audience that seeks specific media and messages that suit their needs. Then discuss how public relations may play a role or has to react in relation to your examples.

The media and uses gratification theory attempts to explain the uses and functions of the media for individuals, groups, and society in general. The media must compete with other sources for need satisfaction. Mass media is used by audiences for:

1. Surveillance of the environment to find out what is happening, locally or even globally, that has some impact on them.

2. Entertainment and diversion.

3. Reinforcement of their opinions and predispositions.

4. Decision making about buying a product or service.

Both passive and active audiences exist, so the information campaign must include multiple messages and a variety of communication tools. Activeness is relative. Some people are more active and some are more passive. Activeness varies within individuals. It varies by the time of day and the type of content.

Audiences come to messages for very different reasons and are responsible for selecting media outlets that fulfill their needs and specific gratifications. People have enough self-awareness of their own media use, interests, and motives to be able to provide researchers with an accurate picture of that use. An active audience’s media use is goal oriented so the public relations communicator must tailor the message to get the audience’s attention.

Every day millions of viewers tune in to cable news networks. They serve as a source of entertainment and diversion from the daily lulls of life. They allow viewers to understand the way things work with our government. These cable news networks enable their audience to...