Question

Using Uses and Gratification give successful political party that successfully applied elements of the selected theory and examples of a political party (in South Africa)that was not successful at applying elements of this theory

Answer 1

Uses and Gratification theory suggests that individuals actively seek out specific media content to fulfill their personal needs and gratifications. A successful political party that has effectively applied elements of this theory is the African National Congress (ANC) in South Africa.

The ANC has been successful in using various forms of media to engage with their supporters and communicate their policies and messages. They have utilized social media platforms, traditional media outlets, and community events to reach a wide audience and address the needs and concerns of their constituents. By actively engaging with the media and understanding the preferences and interests of their target audience, the ANC has been able to effectively mobilize support and maintain a strong presence in South African politics.

On the other hand, a political party in South Africa that has not been successful at applying elements of the Uses and Gratification theory is the Democratic Alliance (DA). The DA has struggled to connect with a diverse audience and effectively communicate their policies and messages through various media channels. They have faced criticism for their lack of engagement with minority groups and failure to address the needs and interests of all South Africans.

Overall, the successful application of the Uses and Gratification theory by the ANC has played a significant role in their political success, while the inability of the DA to effectively leverage media platforms and engage with their target audience has hindered their progress in South African politics.