ATINER CONFERENCE PAPER SERIES No: MED2013-0655 1 Athens Institute for Education and Research ATINER ATINER's Conference Paper Series MED2013-0655 Raquel Marques Carriço Ferreira Professor of Advertising Federal University of Sergipe UFS – Brazil The Progress of the Multi-theoretical Scheme of Uses and Gratifications and the Experience on the Model of "Values of Media Gratification"