People use the media for gratifications. People are not controlled and manipulated by the media but use it for satisfying particular desires or needs.

Terms (AGSPI): Active audience, Goal orientated media use, Self aware media use, Personal identity, Intergration and social interaction

Emperialists replaced magic bullet with keys. The magic bullet is the something used that will go right to the users head, while magic keys are factors that make something worth paying attention to

the media audience is active and goal orientated

 the audience consumes media with an objective

people are assumed to be “self-aware” of their own media use, interests, and motives; so—when surveyed—this provides researches with an accurate picture of the use (in other words, because people know what they’re doing, they can provide researchers with info about use)

upon discovering new media,  the individual associates to content and reinforces personal values

 the individual identifies the media with others: creates conversation topics,  substitutes it for real-life friends, or uses it to connect with family and friends

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Done