USES AND GRATIFICATION THEORY

CRITICISMS OF THE USES AND GRATIFICATION THEORY.
The Uses and Gratification theory of the media implies that the audience only uses the media to satisfy a particular need and have places emphasis on the audience and not the messages being sent. It also sees it audience to be more active than being passive and thus ask "what the audience does with the media" instead of "what the media can do for the audience". Audience therefore are given the opportunity to choose and decisions soley depends on the audience.
People have therefore critised this theory because they believe the public has no control over the media and what it produces.The Uses and Gratification yheoryu tends to neglect social issues that are of importance since the audience only use the media to satisfy certain needs.Another weakness or criticism of the theory is that the media is seen toplay very little role in its production of what it produces.The media is therefore not responsible for whatever the public uses and how it affect or influence them

HYPODERMIC NEEDLE THEORY

WEAKNESS OF THE HYPODERMIC NEEDLE THEORY
The Hypodermic Theory is one of the most famous theories that analyzed the relationship between audience and media.This theory was developed in the early 1920s with the beginning of mass media, radio, and cinema.In its single description, this theory suggusts that mass media can easily influence a large group of people without any challenge and opposition from the people.The Hypodermic theory views audience as the passive receptors of virulent virus produce by the media. It suggest that mass media inject messages directly and informly into audiences' minds who immediatly will be influenced.
This theory sees the audience as being passive and therefore media producers and creators can manipulate the audience and inject the messages and information that they want. According to this theory, if a person watches a voilent movie, he or she will do voilence. This theory point out that because the audience has no other source for information, they always depend on the media for informationand accept them whether good or bad.

THE FUNCTIONS OF THE MEDIA

The media play an important role a society.The various functions of the media can be categorized into social,economic and political.
Socially, the media disseminate information to the society,entertain the public by means of music,movies,sport etc.They media also create awareness,serve as a link between the public and government or those in authority, agent of socialization, they also serve as a platform for which various ideas are gathered.The media also influence opinion in society and mobilize people toward a national course.
Politically, the media serve as a watchdog, serve as mediator, gatekeeper and also agitate for change.The media also investigate in an issues and bring solutions.
The economic function of the media is that the media serve as employment creation for the public or the society in which they are located.