Audiences are ACTIVE, thinking and critical human
beings. This means the effects of the media will depend
on what the audiences use the media for.
People use the media for their own needs and desires.
There are 4 possible uses:
1.
Escape (e.g. relaxation)
Personal relationships (e.g. providing things to
3.
because you are into music)
4.
Getting information (e.g. watching the news)
effects of the media, as they are likely to vary
depending on what people use the media for.