... values. The uses and gratifications theory is a mass media communication theory which proposes that the active audience uses personal relationships within the media to gratify their needs, as suggested by Watson (1998, p62-63). It could be argued that to make the brand's values more attractive and memorable, the encoder attempts to satisfy the negotiated readers' needs of the media by ... ...

• Word Count: 2659
• Approx Pages: 11
• Has Bibliography
• Grade Level: Graduate