Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people.
Criticism of Uses and gratification theory :
- The uses and gratification theory does not consider the power of media
- More audience-centered
- Positive point of the uses and gratification theory is it focuses attention on individuals in the mass communication process.
The term “self-fulfilling prophecy” (SFP) was coined in 1948 by Robert Merton to describe “a false definition of the situation evoking a new behavior which makes the originally false conception come true” (Merton 1968: 477).
The self-fulfilling prophecy occurs when a person's expectation of an event affects his or her behavior and therefore makes the predicted outcome more likely to occur than would have otherwise been true; the belief about the outcome affects communication.
There are two types of self-fulfilling prophecies... self-imposed prophecies occur when your own expectations influence your behavior, or, other-imposed prophecies occur when one person's expectations govern another's actions, as demonstrated in the study "Pygmalion in the Classroom." - information sourced from The Oxford University Press (http://global.oup.com/us/companion.websites/9780199827428/student/chapt3/outline/)
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