Charles Berger's Theory, Theory Use, And Position Theory
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According to Charles Berger “A theory consists of a set of interrelated propositions that stipulate relationships among theoretical constructs and an account of the mechanism or mechanisms that explain the relationships stipulated in the propositions” (2005, p. 417). Emory Griffin also takes this broader view, writing that a theory is an idea “that explains an event or behaviour. It brings clarity to an otherwise jumbled situation; it draws order out of chaos…. [It] synthesizes the data, focuses our attention on what’s crucial, and helps us ignore that which makes little difference” (1994, p. 34). Various types and categories of theories exist and they spread across different fields and walks of life. But we are going to be focused around theories…show more content… It says that a media user seeks out media sources that best fulfils the need of the media. It asks the question “what do people do with the media.” Among the basic assumptions of the theory was the idea that both media and content choice are consciously and rationally made and directed toward quite specific goals and satisfactions and that individual utility is more important for media consumption than are values springing from familial or peer group rituals.
This answers my question on the Agenda-Setting theory on whether the people know how to use the media right. Not only can the media help influence choices and shape opinions, the consumer can decide what media content to take in and how they can let it gratify them. In this age where social media is the thing now, the audience now choose the media content and the kind of gratification they want to get from…show more content… G. (1979). “The Role of Theory in Uses and Gratifications Studies.” Communication Research, 6: 9–36
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