While uses and gratifications remains a popular theory in media research, it faces a number of criticisms. Positive point of the uses and gratification theory is it focuses attention on individuals in the mass communication process. Today's topic: Uses and gratification theory (UGT). Individuals will choose different social media based on their For example, some people may watch the news to relax while others may get tensed or agitated by the same. Definition and Examples, What Is a Think Tank? The USG theory suggests that effects of the media are at individual’s risk having known what may come, since it is the audiences who actively seek out mass media to satisfy one’s own needs. This is not a very common phenomenon. Today, the theory is often credited to Jay Blumler and Elihu Katzâs work in 1974. In addition, while audiences may not always be passive, they may not always be active either, something the theory does not account for. Recently, most SNS studies have incorporated uses and gratification theory (UGT) to measure intention to continue using the SNS (Al-Jabri et al., 2015; Hsiao et al., 2015). It explains how people use the media for their own need and get satisfied when their needs are fulfilled. An early study published in the journal CyberPsychology & Behavior on uses and gratifications of the internet found seven gratifications for its use: information seeking, aesthetic experience, monetary compensation, diversion, personal status, relationship maintenance, and virtual community. For the next few decades, uses and gratifications research mostly focused on the gratifications media users sought. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day. For example, through their use of social cognitive theory, LaRose & Eastin (2004) clearly define “needs” as “behavioral incentives” and “gratifications” as “expected outcomes.” This differs substantially from some of the other articles that use more widely accepted definitions of uses and gratifications. The theory takes out the possibility that the media can have an unconscious influence over our lives and how we view the world. The media is the same, but people use it for different needs. Uses and gratification theory:- USES AND GRATIFICATIONS THEORY:- 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. The specific function of text messaging has been studied to find its uses and gratifications and explore any potential gender differences. Definition and Examples, What Is Multiculturalism? Postmodernists argue there are an even wider set of uses individuals make of media. Some people might watch news for information, some for entertainment, and some for self-reassurance. Theory of Uses and Gratification in Mass Media In this literature review I argue that The Uses and Gratification Theory can explain why people choose certain media such as television, in order to serve their needs and wants in life and in some cases television can create a parasocial relationship with the viewer that can tie the viewer to a certain character on television. 1973). and buy these products so that they can change their lifestyle. The medium that provides the most satisfaction for a person will be used more often than other types. Dec. 2, 2020. Use And Gratification Theory Essay. Some watch according … Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in those situations. Thanks for the blog. Media are in competition with other forms of communication for an individualâs attention. People are usually in control of media and therefore are not particularly influenced by it. Media influence on behavior is filtered through social and psychological factors. Uses and gratifications (U&G) theory is an approach that can be traced back to the early 1940’s when scholars wanted to know why listeners listened to certain music on the radio or soap operas (Katz, Blumler et al. It encompasses the need to socialize with family, friends and relations in society. Uses and Gratification theory can be seen in cases such as personal music selection. The uses and gratification theory does not bring into consideration the power of media. Uses and Gratifications Theory: One influential tradition in media research is referred to as ‘uses and gratifications’ (occasionally ‘needs and gratifications’). This theory simply explains that the people are able to choose the the type of media that they prefer. EXAMPLES OF USES AND GRATIFICATION THEORY. Understanding Mass Media and Mass Communication, Social Cognitive Theory: How We Learn From the Behavior of Others, Sutherland's Differential Association Theory Explained, What Is a Grassroots Movement? The audience takes an active role in selecting a medium, as well as interpreting it and integrating it into their lives.2. This really helped alot but the challenges are not clearly stated, This blog has really helped me a lot. Uses and gratifications' emphasis on individual differences has led researchers to examine the way personality impacts peopleâs motivations for using media. Thus, personality and social context impact the media choices one makes and oneâs interpretation of media messages. Uses and Gratification Theory
2. Uses and gratification 1. For social interaction nowadays, people do not seem to gather socially during weekends instead they have turned to social networking sites on the internet such as Facebook, Twitter, and Tumblr etc. Examples Of Gratification Theory; Examples Of Gratification Theory . From this perspective, people donât use media passively. The idea that we simply use the media to satisfy a given need does not seem to fully recognize the power of the media in today‘s society. Herzog (1944) and McGuire (1974) suggested that the U&G theory has been quite successful in understanding consumers' motivations and behaviors in the context of traditional media such as radio and TV (cited in Eighmey & McCord, 1998). Theory of Audience Uses and Gratifications Katz first proposed the theory of Uses and Gratification and the notion behind this theory is, it focuses on a question of why and how people use particular media. Get ready for your Uses And Gratifications Theory tests by reviewing key facts, theories, examples, synonyms and definitions with study sets created by students like you. Finally, some critics claim that uses and gratifications is too broad to be considered a theory, and therefore, should only be considered an approach to media research. Exactly here audience is active and they decide what they want to see. Uses and gratifications theory relies on two principles about media users. U & G theorists argue … Definition, Theories, and Examples. Ryan Ferguson Grand Canyon University: COM-126 10/13/13 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. This includes entertainment, relaxation or in terms of socializing with others. There are new concepts cropping up every now and then. This essay has been submitted by a student. In my assignment I will tell you about the "uses and gratification theory". Hence the media helps them to do so. Unlike my last blog on media effects theory (Media directly influencing people), UGT is different in a sense that it focuses on the question “what people do with media” (Katz, 1959) While researching on the topic, I found theorists Katz, Gurevitch and… USES-AND-GRATIFICATIONS PERSPECTIVE ON MEDIA EFFECTS Alan M. Rubin Kent State University Media effects researchers try to isolate elements of the communicator, channel, or message that explain the impact messages have on receivers. all of these thing gratify the public needs. How do you see Uses and Gratifications Theory being used in your own daily media use habits? Explain what the uses and gratification theory is and identify the four basic needs.
Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Media use is goal-directed. This results in media effects being driven as much by the media user as by the media content itself. The Uses and Gratifications Approach and The Dependency Theory were two theories that brought forth a new genre of ideas and aspects of cognition to mass communication. This theory suggests that audiences are conscious in deciding what media they consume and are exposed to. Uses and gratifications theory focuses on the free will of any given audience. This is not an example of the work written by professional essay writers. Instead of focusing on media content, Katz and Blumber sought to shift their attention to the media audience. In general, this literature review discussed what the Uses and Gratification Theory is, it explained why people may select certain media to fill certain needs, television as a specific medium that helps us meet our sociological and psychological needs and the idea that we can create a parasocial relationships with characters we see on television. The best example would be when people get emotional or sometimes even they cry for a sad scene while watching the movie/soap opera.  Concepts in Uses and Gratification Theory: Unlike other media effect theories that focus on "what media do to people", UGT is about “what people do… Those who are more socially isolated, emotional, or shy, demonstrated an especially strong affinity for television. Prezi Video + Unsplash: Access over two million images to tell your story through video The main idea is that people turn to media to assist them in fulfilling certain needs that used to be filled by just talk to other people. Definition and Examples. Among the audience, some have the thirst to acquire intellectual and academic knowledge. By referring the media, they gain more knowledge and exposure to the world beyond their limited eyesight. Data were collected via a questionnaire survey from 297 WeChat users in China, and further analyzed using PLS-SEM. Uses and gratifications theory has specific relevance to social media, but it has not been given prominence in the marketing and social media literature. Therefore, the Uses and Gratification Theory is an ideal theory to identify and analyse the reasons why they use social media (Whiting and Williams, 2013; Yoo and Kim, 2013). In other words, it can be said that the theory argues what people do with media rather than what media does to people. The uses and gratification theory is a way to explain and understand how and why people use the media. Uses and Gratifications (U&G) is a study of how the audience uses different media (traditional and social) to fulfill their needs and goals. Explain what the uses and gratification theory is and identify the four basic needs.
Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. One view of this process emanates from a mechanistic perspective and assumes direct inß uence on message recipients. Cynthia Vinney, Ph.D., is a research fellow at Fielding Graduate University's Institute for Social Innovation. In situations like watching movies and listening to the music of your own choice, this theory is applicable. teenagers behave calmly during school because they played video games for a relatively long time. In truth, your creative writing abilities has encouraged The theory mainly focuses on the audience and the consumer. Several researchers have classified the type of uses and gratifications into a fourfold category system such as cognition, diversion, social utility, affiliation, withdrawal, and expression. People are motivated to consume media. 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