• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

Media Uses and Gratifications
Media uses and gratifications

From one end of the globe to the other, people in all walks of life use media—in their homes, at their daily labors, and as they move by foot or vehicle from place to place. Every one of these uses involves an audience member making a conscious or unconscious, habitual or new choice among an increasing explosion of media options: traditional choices of radio, TV, and newspapers, magazines, and books and newer options such as Internet sites, video games, DVDs, and MP3 players. In addition, each user is faced with ever-increasing avenues for getting access to their media choices. Users, thus, make “choices” of what to seek and how. In the tradition of media studies known as “uses ...

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