Chapter 3

Exposure to Private Channels’ Infotainment Programs and Viewers’ Perceptions: Exploring Uses and Gratification Model (Chapter 3)

Chapter 3 Theoretical Framework At present, the mass media is playing a vital role in fulfilling needs of the people by providing diverse range of contents. In current political and economic system purpose of media is to organize ever expanding civilizations and to fulfillexpected desires and interests of individuals in pursuit of their profit maximization (Severing & Tankard, 1992). In ... Read More »

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