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Play theory is a mass communication based theory that focuses on how people use the media for their own pleasure. The theory was created by British social scientist, William Stephenson, who took a subjective and psychological approach to mass media. The theory suggests that people use characters in shows to increases their engagement and influence of the media. People look for their own emotion in their favorite characters that leads to greater influence of the media in their life. Research shows that the play theory can be used to analyze online public commentary. This theory explains why opinions and belief systems are hard to change based on authority but images change strong behavioral models.

The play theory was introduced when William Stephenson released a book in 1967 called "The Play Theory of Mass Communication" where he dove deeper into the meaning and idea behind this theory. Stephenson used this theory to contradict the typical harmful ideas behind mass communication by instead suggesting that it has a positive effect on people. Play theory suggests that "play" is self pleasing while work is not. This distinction creates a seperation between work in play with regards to human communication. Stephenson suggests that multimedias can refine a persons likes and dislikes which respond to individual input. This theory helps to understand how people comprehend theories and why, leading to a better comprehension of the distinction between facts and fiction in the media. The positive and negative affects of the media stem from the persuasion aspects of the media and how people either buy into that and allow room for attachment or not.

Scope
The play theory is very similar to the uses and gratification theory, a theory that also analyzes how people use the media. The difference between the two is that the play theory focuses on the satisfaction people can receive from the media rather than education or information. This theory helps to better comprehend the extreme level people use the media as a part of themselves. The key part of the play theory is the centralism around self. The play theory has been criticized, particularly in the realm of politics. The idea of play does not go over well in environments that encourage honesty and professionalism. Stephenson never intend for his model of play to be taken like actual play but instead more morally consistent and the idea of having control over a persons level of satisfaction. Stephenson puts an emphasis on subjectivity in his form of play, each person has their own control and determination of what this entails with regards to the media and personal satisfaction. This theory is analyzed using the Q-methodology.

The Author
William Stephenson received his PhD in psychology from the University of London. He spent most of his career at the University of Missouri school of Journalism where he was a professor until his retirement in 1974. He is best known for his uses of fact analysis with the process of subjectivity.