Baran, Stanley ,Davis, Dennis. Mass Communication Theory: Foundations, Ferment, and Future, Sixth Edition.

Jay Blumler presented a number of interesting points, as to why Uses and Gratifications cannot measure an active audience. He stated, "The issue to be considered here is whether what has been thought about Uses and Gratifications Theory has been an article of faith and if it could now be converted into an empirical question such as: How to measure an active audience?" (Blumler, 1979). Blumler then offered suggestions about the kinds of activity the audiences were engaging with in the different types of media.·         Utility : "Using the media to accomplish specific tasks"[67]·         Intentionality: "Occurs when people's prior motive determine use of media"[67]·         Selectivity: "Audience members' use of media reflect their existing interests"[67]·         Imperviousness to Influence: "Refers to audience members' constructing their own meaning from media content"[67]25 years later, in 1972, Blumler, McQuail and Brown extended Lasswell's four groups. These included four primary factors for which one may use the media:[7]·         Diversion: Escape from routine and problems; an emotional release[7]·         Personal Relationships: Social utility of information in conversation; substitution of media for companionship[7]·         Personal Identity or Individual Psychology: Value reinforcement or reassurance; self-understanding, reality exploration[7]·         Surveillance: Information about factors which might affect one or will help one do or accomplish something[7]Katz, Gurevitch and Haas (1973) saw mass media as a means by which individuals connect or disconnect themselves with others. They developed 35 needs taken from the largely speculative literature on the social and psychological functions of the mass media and put them into five categories:·         Cognitive Needs: Acquiring information, knowledge and understanding·         Media Examples: Television (news), video (how-to), movies (documentaries or based on history)·         Affective Needs: Emotion, pleasure, feelings·         Media Examples: Movies, television (soap operas, sitcoms)·         Personal Integrative Needs: Credibility, stability, status·         Media Examples: Video·         Social Integrative Needs: Family and friends·         Media Examples: Internet (e-mail, instant messaging, chat rooms, social media)·         Tension Release Needs: Escape and diversionMedia Examples: Television, movies, video, radio, internet

Baran, S. J., & Davis, D. K. (2012). Mass Communication Theory: Foundations, Ferment, and Future (6th ed.). Boston, MA: Wadsworth Cengage Learning. *Primary Source

*Marx, Karl. Manifesto of the Communist Party. Generic NL Freebook Publisher, n.d. EBSCOhost, login.ezproxy.csupueblo.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1086199&site=ehost-live&scope=site.http://www.differencebetween.net/miscellaneous/difference-between-communism-and-marxism/http://flowpsychology.com/10-marxism-strengths-and-weaknesses/http://www.historyguide.org/intellect/marx.HTMLhttps://upload.wikimedia.org/wikipedia/commons/6/63/Base-superstructure_Dialectic.pnghttps://thecharnelhouse.org/tag/modernity/https://www.britannica.com/biography/Friedrich-Engels

http://study.com/academy/lesson/social-cognitive-learning-theory-definition-and-examples.html

https://www.uky.edu/~eushe2/Bandura/Bandura1988AJM.pdf

http://communicationtheory.org/normative-theory-four-theories-of-the-press/ 

https://www.learning-theories.com/social-learning-theory-bandura.html

References

Modern Practical Applications 

2

Relates to the article that R.E Davis wrote called, “Response to Innovation: A Study of Popular Arguments about New Mass Media.” He asked, Why are the media so dangerous to society?What makes them threatening?How are they able to subvert traditional norms and values? 

This shows how POWERFUL the media is. Even though there was no war in Cuba, the Hearst was willing to manipulate the photos that the journalist sent to make it seem like there was.