Review of ‘Media Gratification Research'
From 1974-1985, there were a lot of rapid changes in the field of media gratification research nevertheless the base had been neither new nor innovative. It had manufactured some sudden change by making use of technologies. When the uses of mass connection in mid 1970s suggested that " Question not what media perform to the people yet also what people do with the media”. Than, the function of people inside the society among the significant stakeholder of the world. In term of " Shift of Paradigm”, a large number of writers said- this is the point of reduction in multimedia research and it was based on the blend of media uses and the intervention of multimedia effects. But there is another opposition with the own grammar of multimedia " Change of Paradigm”.
More recently, media gratification research develop all over the world as one of the unavoidable self-control. When it had been in the starting gate with slow speed, there were two factors; 1st effect of World War II with difference experience of specific gratification. Secondly, the use of changing of social and emotional aspects the, in term of mass media consumption. The other part offers four powerfulk elements like; a) Surveillance, b) Relationship, c) Socialization and d) Entertainment.
In the third phase of development of satisfaction research, it has become nature. Publisher expressed that, the use of gratification approach focused on social and psychological demands by the prospective client of press and other sources which included people to the media contact with gratify persons. And the idea of gratification sought is the using active market can be comprehended by the mass media goals which usually competes with other source of entertainment by the viewers need and make the persons gratified with various aspects.
Mainly because these assumption are crucial part of analysis over decades but these assertions have some controversy like the make of the theory used and gratification studies and the relation of functionalism with media utilization. Functionalism details the sociable aspects in term of functional factors like, tradition, custom, and institution in fourth stage get the idea from initially theory and findings and bringing problems in to the modern-day position and make an auto dvd unit of satisfaction framework referred to as ‘Palmgreen model' which has eleven significant portion that interact with each other.
The whole analysis found a lot of approach just like 1) sociable and internal origin of media gratification 2) Expectancy-value approach, 3) Audience activities, 4) Gratification sought and obtained, 5) Gratification and media ingestion, 6) Satisfaction and mass media effects. Large explanation and statement were created for these types and made these researches since equilibrium for both viewers and the press.
The the latest trend is to use the ‘use and satisfaction research' with media consumption process. These types of models on theories must have some contact theories to get exploring the descriptive nature of media and it must get in-depth with the media usage through process. There are some challenges for the MGR (Media gratification research) like new solutions and conceptual framework of media analysis. And also social change related to mass media. So , need multivariate assessment unit for MGR various collection specially the relation since linear strength equation and some technological becomes understand type of gratification, mass media consumption and media effect.
Though, there are less gratification hypotheses to identify the social and cultural circumstance of mass media, many of the ideas are individualistic and very personal. Nevertheless the media happen to be integrated for the society as it influences with individual level but also in interpersonal and mass level. There are some factors as well associated with multimedia satisfaction just like different cultural position, era, sex and various media pleasure level just like, diversion, surveillance and personal personality. Example like, retire person has less affiliation with organization and have...