gender roles, help solve everyday problems, and express disagreement with social institutions (Gans, 1962; cited in Lull, 1995). The Uses and Gratification studies flourished in the mid 70s, challenging the media effects studies and their mainly negative impact on the audience. The proponents of this theoretical view (Katz, Gurevitch, & Hass 1973; Katz, Blumler & Gurevitch, 1974) did not see the audience members as…
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