Istraživanja Herte Hercog – preteča teorije koristi i zadovoljstva
Автор: Neven Obradović
Журнал: Sport Mediji i Biznis @journal-smb
Статья в выпуске: 1 vol.8, 2022 года.
Бесплатный доступ
Teorija koristi i zadovoljstva predstavlja jednu od ključnih teorija koje su dovele do promene teorijske paradigme o maksimalnim efektima medija na ljude. Teorijsko pitanje „šta mediji rade ljudima?” u okviru ove teorije zamenjeno je pitanjem „šta ljudi rade sa medijima?”, a takođe sa ovom teorijom se uvodi i pojam „aktivne publike”. I sama teorija koristi i zadovoljstva i pojam aktivne publike reaktuelizovani su u eri digitalnih medija i društvenih mreža, upravo zbog interaktivnosti koju omogućavaju korisnicima. Zbog svega navedenog, važno je vratiti se u prošlost, tačnije u četrdesete godine 20. veka i ukazati na pionirska istraživanja Herte Hercog (Herta Herzog) o aktivnoj ulozi medijske publike, koja su bila od velikog značaja za tim okupljen oko Pola Lazarsfelda (Paul Lazarsfeld) i Elihu Kaca (Elihu Katz) prilikom postavljanja temelja teorije koristi i zadovoljstva.
Herta Hercog, Teorija koristi i zadovoljstva, mediji, radio, publika
Короткий адрес: https://sciup.org/170203627
IDR: 170203627 | DOI: 10.58984/smb2201131o
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