On The Audience " Use And Dissatisfaction " And Countermeasures

Objectively speaking, most audience are gratified with the mass media. While the audience's uses and gratifications takes the main aspect, the uses and disgratifications just takes the minor, which often appears as that the use of traditional media is decreasing and the use of modern media is increasing.The hypothesis of uses and disgratifications is the supplement and extension of the theory of uses and gratifications. This hypothesis is based on the theory that the audience is the center of communication, and lies much stress on the audience's initiative,preference and individuality. The objective factors leading to the audience's uses and gratifications are the contents and forms of the media, because the contents of the media are not necessarily and perfect and the form of each medium has its defects; the subjective factors are that the audience's autonomous consciousness is promoting, that the level of the audience's need is raising, and thus the audience demand more of the mass media.The counter-measures against the audience's uses and disgratifications include improving the contents of the media,converging the forms of the media and fostering the new-born media by individual audience. With the improvement of society and the advancement of science and technology, these assumptions will surely come true. As a matter of fact, this oncoming stage is good chance for the traditional media to create themselves new.The relationship of audience and media is fluctuating, from the uses and gratifications to the uses and disgratifications, and then back to uses and gratifications again. It is a contradictory but spiraling course as a whole.