Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization of audience . Uses and gratifications characterizes people as active and motivated in selecting the media they choose to consume. The researcher Ien Ang also criticized uses and gratifications approach in such three aspects: It is highly individualistic, taking into account only the individual psychological gratification derived from individual media use. The social context of the media use tends to be ignored. Abstract. In other words, it can be said that the theory argues what people do with media rather than what media does to people. As suggested by the name, the theory also attributes users choices to the idea that users expect gratification from media. This is why social media has become so popular as many platforms offer the . An approach of this theory predominantly relies on the examination of gratifications, which play a vital role not only in attracting, but also holding the audience's attention. The theory also holds that audiences are responsible for choosing media to meet their needs. The Uses & Gratification Theory looks at how people use the media to gratify a range of needs - including the need for information, personal identity, integration, social interaction and entertainment. If you stay at the same dose, you don't get the same effect you got before. The study employed the uses and gratifications theory and media technological determinism theory. For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters on television. Abstract and Figures. The benefits of Facebook use among adolescents as well as which of their needs are gratified thereat are explored, and whether the uses and gratification concept is adequate for analyzing the motivation and behavior of SNSs users as suggested by some previous research. This theory gives alternative choices on media for the audience. Jay Blumler presented a number of interesting points, as to why Uses and Gratifications cannot measure an active audience. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. Personal Identity. assumptions of uses and gratification theory-the audience is active and its media use is goal oriented-audience decide what media to be used to satisfy their needs It differs from other theories that study the effect of media in that it is pretty much saying that instead of people and individuals being passive consumers of media, it is assumed that they themselves . However, uses and gratifications theory states that "members of an audience will have prior attitudes and beliefs which will determine how effective media messages are" (Hanes, P The Advantages and Limitations of a focus on Audience in Media Studies). The theory discusses how users proactively search for media that will not only meet a given need but . Uses & Gratifications theory is a theoretical framework that focuses on what people do with media or technologies . It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. In fact, uses and gratifications theory have always provided a cutting-edge theoretical approach in the initial stages of each new mass communications medium: newspapers, radio and television, and now the Internet. The theory suggests that counselling should be viewed on the basic foundation of human existence i.e. Uses and gratification theory. This overlooks the fact that some media use may have nothing . J. Computer-Mediated . 1. Casey found that this did happen. The uses and gratification theory also identifies the positive and . In this study, on the basis of uses and gratifications theory, starting from IPTV audience demand, the author endeavors to explore how variables affect audience satisfaction and put forward feasible suggestions so as to improve IPTV audience satisfaction. Ellison N.B., Steinfield C., Lampe C. The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. The greater control and choice brought about by . Due to a dynamic development of the Web 2.0 and new trends in the social media field that change on a daily basis . Its theoretical underpinnings and associated method. ( 1974 ) explained that five premises of the utilizations and satisfactions theory. Uses and gratification is descibed as socio-pyscological needs derived from the mass media by the audience. It deals with how and why people adopt specific media to satisfy their needs. The theory describes mass communication, as it provides an approach that is audience-centered. The other perspective one could choose to address why people use TikTok stems from uses and gratification theory (29, 30). Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. . Research is most often conducted from either a functional or psychological perspective. The media compete with other resources for need satisfaction. The audience is active and its media use is goal oriented. Uses and gratification theory suggests that one of the motives for using the media is curiosity, the need to understand our environment and to be informed (Katz, Gu- revitch, Haas, 1973). Answer: It's usually the theory of how if you take a drug, if its depebdence-forming you need to increase the dose over time if you want the same high. If the drug depletes seratonin very fast, then there may be a tempta. Its social and political implications. Functional approaches consider questions about how people use media and their content. According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. One of the biggest benefits of this leadership theory is the belief that anyone can become a leader. Uses and gratification is more a perspective than a theory. Interest in studying the audience's uses of the media and the gratifications the audience receives from the media had two revivals. The uses and gratification theory assumes that the audience is not a passive recipient as some theories like the hypodemic needle theory suggests but rather, this theory sees the audience as an active participant who use the media to satisfy one need or the other. This theory says the audience also have effects on the media. This theory is more related to Maslow's Hierarchy of Needs. The theory suggests that counselling should be viewed on the basic foundation of human existence i.e. Also, the emergence of computer- mediated communication has revived the significance of uses and gratifications. With this assumption, the Uses and . Introduction. Uses and gratification theory is one of the media use theories widely utilised by researchers to identify the motives behind using a particular media (Whiting and . The uses and gratifications theory is one of many used to create effective communications programs when it is implemented properly. the influence of diversion on undergraduate university students' use of mobile phones. It describes the relationships formed between the media and its active audience. For new technology-based firms, the societal impact goes beyond profit and social benefits and involves technological change and growth. The initiative in linking need gratification to a specific medium choice rests with the audience member. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. In this section, we will explain the advantages of the theory we have discussed so far. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications theory considers the motives and behavior of the media consumers, which is how and why they use the media. . 3. Uses and gratifications theory . Its model of individuals and its way of handling cultural phenomena. of items Science Arts Advantages of social media use on social behavior 14 0.929 0.919 Disadvantages of social media use on social behavior. The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media. The theory of uses and gratification is the concept that mass audiences make a dynamic use of what gets offered by the media. Retrieved Study factor No. This is helpful for people who aspire to leadership positions within an . The theorist say that a media user seeks out a media source that best fulfills the needs of the . Surveillance. context of uses and gratification theory. Abstract. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. Without such‚ the practice of the profession will lack sense and deeper meaning. The final assumption of the uses and gratification theory is that value judgments regarding the cultural importance of media content are deferred while audience . mass communcation. The target population was 246,871 undergraduate university students in public universities in Nairobi, Kenya. benefits, the consequences of media use, and individual factors. DEFINITION The 'Uses and Gratification' theory deals with the effect of people on the media. This theory asserts that people use the media to satisfy their psychological and social needs. Definition Uses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. Uses and gratification theory focuses on free will of audience and is deterministic as media can be used in different ways and for different purposes. The theory tries to outline various reasons that the audience has with respect to the use of mass media, as well as the . Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. The Active Audience. theory at a glance . This theory assumes that there is nothing as an absolute truth. Also, this theory is in contradiction to . It tells you what audience can do with the media. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. Blending the theory of remediation and the uses and gratifications approach, this study proposes the concept of "immediacy gratifications" - a process gratification obtained in news media use. A simple fact that The study design used was quantitative design. The UGT refers to the study of the gratifications or benefits that attract and hold users to different media and various contents that fulfill the user's psychological and social needs (Dunne et al., 2010). For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters . In this study, on the basis of uses and gratifications theory, starting from IPTV audience demand, the author endeavors to explore how variables affect audience satisfaction and put forward feasible suggestions so as to improve IPTV audience satisfaction. It suggests that if employees work hard, they can develop the skills to be effective leaders. The final assumption of the uses and gratification theory is that value judgments regarding the cultural importance of media content are deferred while audience . It explains how people use the media for their own need and get satisfied when their needs are fulfilled. Request PDF | Mobile services use and citizen satisfaction in government: integrating social benefits and uses and gratifications theory | Purpose Citizen satisfaction with the government is a . Work in UGT was trailblazing because the research of Katz, Blumler, and Gurevitch built on Herzog's research . The theory tries to outline various reasons that the audience has with respect to the use of mass media, as well as the . People have enough self-awareness of their media use, interests, and motives to . Opposite to other theories which shows that all the power lies in media this theory . Research is most often conducted from either a functional or psychological perspective. Uses And Gratification Theory 839 Words | 4 Pages ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. It says that users take an active part in the communication process and are goal oriented in their use of the media. He stated, "The issue to be considered here is whether what has been thought about Uses and Gratifications Theory has been an article of faith and if it could now be converted into an empirical question . The uses and gratifications theory seeks to understand why people look for certain media outlets and what they use those media outlets for. The audience (acting actively, not passively) select and use the media to fulfill their own needs and desires. Users take an active part in the communication process and are goal oriented in their media use. 839 Words4 Pages. (2013), "the basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification" (p.362). Functional approaches consider questions about how people use media and their content. 7 Pages. 2. Here are some advantages and disadvantages of this theory: Advantages. Explanation of Theory: Blumler and Katz's uses and gratification theory suggests that media users play an active role in choosing and using the media. It can possibly explain the sense of every nursing action in the field. 1974 - Jay Blumler & Elihu Katz. Uses and gratification theory gives you the view that media are always functional to the people. Filed Under: Reviews. The first occurred during the 1970s, partly as a response to the inconsequential and overqualified findings of run-of-the-mill effects research. Uses And Gratification Theory 839 Words | 4 Pages ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. It can be used by the audience of the media on their primary intentions of use. Casey found that this did happen. The primary objective of UGT is to clarify the causes why people . The advantages /benefits of uses and gratification theory are: The uses and gratification theory shows the relation of mass communication and gives a better understanding of human needs satisfaction. August 15, 2018. This paper is a part of the thesis: A Study on Chinese IPTV audience. Revival of the Uses-and-Gratifications Approach . Uses and gratification is more a perspective than a theory. The theory relies on two principles: media users are active in their selection of the media they consume, and they are aware of their reasons for selecting different media options. . This module outlines the three major theories about the dynamics of media and audience inter-relationship: uses and gratifications theory, cultivation theory and knowledge . Katz et Al. It considers the mass communication process from the viewpoint of the audience. Users take an active part in the communication process and are goal oriented in their media use. In other word, the people used media for their ain benefits. A theory is a vital basis of every nursing endeavor. Uses and gratification is totally opposite to other theories the term which is used for the audience is that they are very active they know how to use media to complete their wishes, wants or needs. The Uses and Gratification theory discusses the effects of the media on people. MASS COMMUNICATION & SOCIETY, 2000, 3 (1), 3-37 Uses and Gratifications Theory in the 21st Century Thomas E. Ruggiero Communications Department University of Texas at El Paso Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. McQuail (1984) suggests that there are three main concerns with the uses and gratification theory: 1. However, this theory has some limitations which comes with it. The current study uses experimental research method to test the concept of immediacy gratifications in online news consumption. Advantages of uses and gratification theory. In this article, I . This paper is a part of the thesis: A Study on Chinese IPTV audience. Advantages and disadvantages of the theory The main advantage of the uses and gratification approach is that it gives an insight to motivation for consuming a particular media content, which complements the findings about the interaction between the media and its users. .UGT researchers are developing the theory to be more predictive and explanatory by connecting the needs, goals, benefits, and consequences of media consumption and use along with individual factors. Uses of Theory. This was confirmed by the research on uses and gratifications of SNSs as well (Gallion 2010; Joinson, 2008). 3 Pages. and complementary to the above theories, the Uses and Gratifications Theory has been used for decades to explain the user's motivation to utilize specific media to meet specific gratifications [42,43]. Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization of audience . 4. The theoretical framework was released when the commonest . 3. Uses and gratifications model Hannah Costello, Jacob Gould & Loran Quinn. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. Uses and Gratification Theory. The simple idea of this highly influential theory is that use of certain media can result in gratification of a person's needs ( 30 ), and only if relevant needs of a person are gratified by particular media, users will . It can tell you how and why you can use a certain media. 2.1 Antecedents of uses and gratifications theory and usage intention. 881 Words. The uses and gratifications theory is exactly as it sounds, as according to Anita Whiting et al. 5 pages, 2320 words. The theory is centered upon users and audience approach. Training Your Self-Awareness: 3 Courses. This theory asserts that people use the media to satisfy their psychological and social needs. This theory provides us an implicit in psychological communicating position on how the persons use mass media to carry through their demands and desire. According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. The theory of uses and gratification is the concept that mass audiences make a dynamic use of what gets offered by the media. Smart phones have been celebrated for their benefits, such as to strengthen and maintain familial and social relationships (even on a romantic level) as well as to enhance education quality and improve information sharing. ★ Uses and gratification theory grants the media some ef fects, but also gives the audience credibility and holds that people actively seek out specific content to generate specific gratifications (or results) The uses and gratification is a theory that discusses how the mass audience of the mass media use media contents and what they use them for.It shows that the media does not use its audience, as always perceived.This theory in effect, says that, people have various needs and they decide how to satisfy these needs , using the media.With this theory, the mass audience use the media to define . Users take an active part in the communication process and are goal oriented in their media use. Uses and Gratifications theorists explain why people choose and use certain . Training Your Self-Awareness: 3 Courses. It considers the mass communication process from the viewpoint of the audience. 2. All throughout the history of nursing‚ it became a foundation that governs nurses in performing their duties. A Web survey of 1,715 college students was conducted to examine Facebook Groups users ' gratifications and the relationship between users ' gratifications and their . 2. ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. Uses and gratification theory makes you aware of what you do with the media.
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