... freely, they do not typically feel manipulated by remote powers. The social interaction that develops around media use helps people to incorporate it into everyday life as a friendly rather than an alienating presence' (McQuail 1997 8) Audiences make use of the media for various purposes to satisfy individual needs such as entertainment. Each individual has the power to select the media texts that best suit his needs. For example the father of a family who seek for information will watch news channel, the mother who sought for social interaction will watch sitcom. Children in the family will most probably watch cartoons channel for the purpose of entertainment. Audiences have the power to select the best media texts that best fulfilled their needs and incorporate it into their everyday life for pleasure consumption. 'The uses and gratifications research represented a shift to a more optimistic and less harmful characterization of ...

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