Demographics, Psychographics and the Uses and Gratifications Theory, Understanding Text and Preferences

The issues of how the media affect people and what people do with the media have presented perennial and perplexing questions for communication scholars. Some of the research results in these areas are more controversial than useful. Uses and gratification studies straddle the two domains of media effects and people's employment of the media. The field of gratification research holds great promise in the continual search for comprehensive knowledge on how and why we use the media. Drawing from a wide range of local and international literature, this paper presents a clear and concise review of the ontological, epistemological and axiological assumptions of the uses and gratifications theory. Paleowei, Zikena Cletus "Demographics, Psychographics and the Uses and Gratifications Theory, Understanding Text and Preferences" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-3 , June 2023, URL: https://www.ijtsrd.com.com/papers/ijtsrd56314.pdf Paper URL: https://www.ijtsrd.com.com/humanities-and-the-arts/education/56314/demographics-psychographics-and-the-uses-and-gratifications-theory-understanding-text-and-preferences/paleowei-zikena-cletus