Media Focuses on the Audience

Most of the communication theory of media has revealed how society is influenced by the media. However, according to the use and satisfaction theory of Bluller and Katz (1974), it is presented in a different way. The theory of use and satisfaction shows that media users are not passive, play an active role in media selection and use in their lives. In other words, it is more focused on the audience than the influence of the media on society (Dimbleby & Burton, 1998). In addition, it shows that we can completely satisfy this need.

The cultural theory developed in the 1980s and 1990s thought that viewers played an active role rather than passive in the mass media. A series of studies focused on the audience and how they interact with the media, but the other focus is people who make up media, especially news. Computer Mediation Communication (CMC) is the process of sending messages directly using computer and communication network participants. It is not limited mainly to text messages. By restricting the definition to use the computer directly during the communication process, communication technology that relies on computers for switching technology but does not require direct interaction with the computer system via a keyboard or similar computer interface Telephones or compressed video etc) must be removed.

Mass communication theory has always focused on the concept of "causality", the influence of the media, and the influence of the process that brought these influences to viewers. Harold Laswell and Berelson briefly described this idea. The basic problem of Laswell is eternity (1949): "Who said that which channel would affect who?" Berryson said: "In some problems, some problems People who draw attention from. Communication will have some influence. "(1949)

Research by many mass media audiences has focused on determining the extent of potential media effects and understanding the information processing strategies used by the audience member's media. Most studies on audience activities adopt paradigm and use and satisfaction of media dependency theory (Rubin, 1993; Loges & Ball-Rokeach, 1993). Prediction can be about online behavior by including basic theoretical assumptions about usage and satisfaction theory and media system dependent theory. Habits are defined as expressions of cognitive activation being prepared to motivate users to perform goal - driven actions. As applied to newspaper affiliate sites traditionally defined in literature, examination of media use and satisfaction and media dependency theory is a matter of starting point to infer motivation, goals and processes motivating habits provide.