volume 35, issue 1, P206-221 2019
DOI: 10.17576/jkmjc-2019-3501-14
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Abstract: Uses and gratification theory has always been discussed within the functional paradigm where the media serve a specific purpose for any given audience. The perspective assumes that people know even before using the media why they are using it. It is argued in this article that the actual purpose of using mass media is never determined beforehand. Audience is made aware of the purpose after accidentally finding something of interest while using the traditional mass media. Serendity of information occurs after u…

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