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How Did Studying Theories Help to Understand the Relations Between Consumers and Producers - Term Paper Example

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The author describes the theories that have been put forth in the passage of time regarding building a relationship between a producer and a consumer and that helped the author understand their association in today’s world. These are uses and gratification theory, capital base theory, and etc. …
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How Did Studying Theories Help to Understand the Relations Between Consumers and Producers
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Download file to see previous pages Here, of course, the different kinds of media are the producers that hunt for the prevailing attitudes of its consumers and pertain to the most prevailing ones to give the consumers the best outlet. Examining this approach, I comprehended that since, there are a number of general needs of consumers associated with the media, like stimulation and relaxing, catharsis, social utility and being updated, the producers are compelled to achieve sustainability by sticking to the consumers’ demands and needs.

This way, the producers are more dependent on the consumers than otherwise and subsequently, audiences or the consumers have more choices and control over the utility of the services and the products they receive. While, control in the hands of the users makes the functions more consumer-oriented than the role of producers as the decision-makers (Ruggiero, pp.7 & 15-16, 2000). Additionally, pertaining to the same theory, I perceived that the consumers’ perception of the producers, which in this case is the Television media, might be that of a leisure time-consuming-agents who should get the users’ attention when they do not have any significant task to perform. Thus, the significance of the producers might remain low in the consumers’ minds.

The above theory leads to one more approach and that is the dependency theory. As said earlier that the producers of the media are dependent on the individuals’ demands, it is also significant that the relationship between the consumers, producers and the whole society is interrelated (Ruggiero, pp.8-9, 2000). For example, it helped me understand that when the consumers of the news media feel to get their need of cognition and getting updated satisfied by the use of media, they will always be dependent on them irrespective of the consequences. This way, I believe that the producers are merely performing their tasks of information dissemination without being dependent on the consumers’ interests. ...Download file to see next pages Read More
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