Gratifications Studies
Early qualitative studies from the perspective of the media user and his needs, done in the 40s and 50s, documented how people willingly engaged the media to advance their personal and social interests. For example, listeners used radio quiz programs and soap operas as sources of advice for their personal problems or to learn social roles (Herzog, 1944, cited in Lull, 1995). Radio was also used for companionship, entertainment and information (Mendelsohn, 1964; Suchman 1942; cited in Lull…
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