Tuesday, 7 November 2017

David Gaunlett identity theory


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David Gauntlett is a British sociologist and media theorist, he specializes in studying contemporary media audiences, the every making and sharing of digital media, and the role of such media in self-identity and self-expression. 
The theory focuses on communication at mass media scale. The uses and gratifications theory discusses how uses choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions and companionship. The theory assumes that audience members are not passive consumers of media. UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

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