Archive:uses and gratifications new media

• On Assuming vs. Anticipating, or Why Uses and Gratifications Theory is Still No. 1

  By gnovisguest April 16, 2012

  For established media effects frameworks to continue to work well, scholars need to move from assuming to anticipating. To illustrate this, let’s examine three, existing theoretical frameworks and the

  Categories: 2012, The Gnovis Blog Tags: hypodermic needle wrong, media scholar assumptions, two step flow communication model update, two step flow model wrong, uses and gratifications new media