DISCUSS THE CRITICISMS OR DRAWBACKS OF USES AND GRATIFICATION

Uses of gratification theory is defined as the act of pleasing the minds of oan inedividual or a small group of people. in 1994 Alan Rubin summarized the states of uses and gratification. Rubin wrote " Media perceptions and expectations guide people's behaviour, besides needs, motivation is derived from interests and externally constraints, there functional alternatives to media consumption and nedia content plays an important role in the media effect."The theory also explains that the media audiences make active audiences make active use of what the media offer.


Criticisms


The uses and gratification theory is too micro-level oriented that is the uses and gratification theory is not able to please a large number of people but just a few group of individuals which is not supposed to be soo because the media needs to capture a large number of audience to send their message accross.

Another criticisms is that the theory makes the audience to active. the uses and gratification theory makes the audience choose the kind of program the want to watch or listen to which is bad the media is supposed to m ake the audience listen to them no matter the kind of program even though the audience is supposed to play a part in it . i think it has to be fair and balance the media and the audience shhould play a fair and balanced role

DISCUSS THE CRITICISMS OR DRAWBACKS OF THE AGENDA SETTING

The agenda setting theiry is basically about the idea that the media do not tell people what to think, but what think about. With or without the label, the idea of agenda setting has been with us since the days of the penny press.in agenda setting the media uses its power to make a few issues powerful by dominating. The criticisms is that the theory is too suited for news and campaigns ignoring other media contents. It focuses too much on politics.

Benard cohen (1963)wrote "the press is significantly more than purveyor of information and opinion. It may be successful much of the time in telling people what think but it is stunningly successful in telling its readers what to think." Another criticism is that there is this other question about the actual relationship between media reports and people's ranking of public issues. Who influences who? maybe the public sets the media agenda and then the media reinforce it.