The Uses-and-Gratifications Perspective of Media Effects

Media effects researchers seek to isolate communicator, channel, or message elements that explain the impact of messages on receivers. One view of this process emanates from a mechanistic perspective and assumes direct influence on message recipients. Primary components of mechanistic effects research are: seeing audience members as passive and reactive; focusing on short-term, immediate, and measurable changes in thoughts, attitudes, or behaviors; and assuming direct influence on audiences.