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Critically Discuss Your Relationship And Those Of Others To A Media Product Of Your Choice (E.G. A Television Or Radio Series, A Film Or Films, Or A W

2202 words - 9 pages (NYSE: YELP) is a customer review website founded in San Francisco in 2004. It focuses on drawing local people together so that it connects people with local business. To the present day, ‘Yelp communities have taken root in major metros across the US, Canada, UK, Ireland, France, Germany, Austria, The Netherlands, Spain, Italy and Australia’ (, 2013) and many other countries. As a typical product of web 2.0 (Connolly, 2010), Yelp has excellent interactive characters which allow users to seek information for all kinds of local services, and at the same time to post their own reviews about a specific service after experiencing it. now can be accessed via iPhone, Android, BlackBerry and more systems on mobile devices, and has a monthly average of 117 million unique visitors in Quarter 3 2013 (, 2013). In this essay, will be used as a case study and will be analysed using two main branches of limited effect theory; uses and gratifications theory and two-step flow theory. Personal experiences of the author, as a Yelper, will also be found in this essay to illustrate the theory.

Differing from the hypodermic needle model or other early opinions which define the audience as a passive group who only consume what media transmit to them directly (Williams, 2003:168-178), limited effects paradigm shows the active side of audiences. It argues that the audience are not people who are the ‘passive, isolated and impressionable entities of mass society’ (Williams, 2003:?), on the contrary, the audience can be seen as individuals who reinforce their existing believes by media contents (Williams, 2003:168-178) . The limited effects theory shows the turning point at media researchers’ focus from products to audience and their attempts is to find

‘what people do with the media, what uses they make of, what the media now give them, what satisfactions they enjoy and, indeed, what part the media play in their personal lives’.(Long and Wall, 2009:244)

Firstly, this essay will analyse Yelp using uses and gratifications theory as one of the main theories of limited effect paradigm. Uses and gratifications theory can be seen as a ‘functionalist’ theory of society because it

Contends that audiences approach texts out of a purposeful desire to satisfy or “gratify” necessary persona and social needs or, indeed, to “use” media for a variety of purposeful and rational ends within a comprehensible and explicable model of social activity (Long and Wall, 2009:244)

The use and gratification theory is based on ‘the perceived satisfactions, needs, wishes or motives’ (McQuail, 2005:423) of the audience. According to McQuail, the key theorist of use and gratification theory, there are four categories of audience: surveillance, personal identity, personal relationships and diversion.(Long and Wall, 2009:244-245) In the case of, all four types of audience can be found, and they will be analysed in the following paragraphs.

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"Analyse the impact of globalisation in EITHER a country OR a region of your choice." I chose London, England

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Discuss a cultural text of your choice in relation to representation and ideology

2885 words - 12 pages the representational force behind the media. There is always someone choosing what to put in or leave out and therefore not always representing the truth but rather some ones opinion. It is this last two models which is of most importance to us when studying his film.The Full Monty represents the working class within the North of England. A number of themes run throughout this film, such as masculinity, dignity, money, industry and sexuality

Discuss the ways in which your engagement with the construction of a character or characters in "The Collector" has contributed to your understanding of the text

2238 words - 9 pages . Throughout Miranda's narration it is obvious that her attitudes are influenced by her relationship with Clegg, who not only influences attitudes, but also strengthens her beliefs towards freedom and that beauty should be free. A character of the same class as Miranda, that is constructed to influence and expand Miranda's values and change her attitudes is G.P. Not only does he influence her attitudes towards the paintings that she does, but also

Describe the dramatic effect of Enobarbus as a character focussing on two or three scenes of your choice

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Using a range of theories from across the HR143 syllabus compare and contrast two organizations of your choice from either the public or private sectors

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Discuss the significance of the birth of the Euro. Would you value it as a benefactor or malefactor for European countries' economy? Use examples to support your argument

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Considering a non-Hollywood director of your choice, illustrate how the 'parts' of their work 'cohere' into an artistic identity or signature

3381 words - 14 pages believe cohere into an artistic identity or signature, and I shall also look at the meanings which can be taken from these elements.According to Stam, Burgoyne, and Flitterman-Lewis, the auteur is "the notion of the author as the sole originating and creative source of the text" (1992: 191). The auteur is attributed to the director of the film, and this quote suggests that the author, or director, of a film is the most important factor in a films

You are a consultant hired to advise a selected Australian manufacturer or service firm. The firm is considering making an entry into one of any two countries of your choice

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Discuss a famous person in your field of study (South African or international) who has Significantly influenced the field of modern medicine.

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Taking a director of your choice, consider with reference to at least three of their films the extent to which they may be considered an auteur

2015 words - 9 pages The purpose and aim of any film is to give the audience what they want. In terms of the uses and gratification theory it is to entertain your target audience, to give them information to consume, personally identify with characters the antagonists and protagonists and in modern day terms usually to portray a message of some kind. The purpose of most generic films should be to make a profit and to engage with the audience to ultimately gain your

What is meant by 'masculinity in crisis' in recent debates about men and masculinity? Use a specific example from media or popular culture to support your argument

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