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