Table of Contents
What are the 4 uses and gratifications theory?
The four categories were: (1) Diversion: escape from routine or problems; emotional release; (2) Personal relationships: companionship; social utility; (3) Personal identity: self reference; reality exploration; value reinforces; and (4) Surveillance (forms of information seeking).
What is the main aim of uses and gratification theory?
The Uses and Gratification theory discusses the effects of the media on people. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people.
What is Blumler and Katz theory?
Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use.
What are the five assumptions of uses and gratification theory?
Five Assumptions Media use is motivated and goal-oriented. People always have a reason for consuming media, even if it’s simply habit or entertainment. People select media based on their expectation that it will satisfy specific wants and needs. Media use is driven by individual social and psychological factors.
What are gratifications in media?
Uses and gratification theory Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world, perhaps by watching a fantasy film like Harry Potter or reading a fashion magazine like Vogue.
What is gratification theory social media?
The basic premise of uses and gratifications theory is that individuals will seek out media among competitors that fulfills their needs and leads to ultimate gratifications (Lariscy et al., 2011).
What is gratification in media?
Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections.
Who proposed gratification theory?
Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them.
Who made uses and gratification theory?
Who created gratification theory?
What is Curran and seatons main arguments?
Curran and Seaton – power and media industries theory. A political economy approach to the media – arguing that patterns of ownership and control are the most significant factors in how the media operate.
What two theorists talk about uses and gratification?
Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs.
What is uses and gratification theory in social media?
What is the uses and gratifications theory of communication?
The uses and gratifications theory is one of many used to create effective communications programs when it is implemented properly. It describes the relationships formed between the media and its active audience. The audience (acting actively, not passively) select and use the media to fulfill their own needs and desires.
What is usus and gratifications theory?
Uses and gratifications theory asserts that people use media to gratify specific wants and needs. Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption.
Who is the founder of uses and gratifications theory?
Today, the theory is often credited to Jay Blumler and Elihu Katz’s work in 1974. As media technologies continue to proliferate, research on uses and gratifications theory is more important than ever for understanding people’s motivations for choosing media and the gratifications they get out of it.
What is the uses and gratifications approach to media?
The uses and gratifications approach accentuates the relationship between the sender and the message and how motives and gratifications drive people’s actions in relation to the media. The uses and gratifications theory strives to understand what people do with media outlets and the reasons behind their decisions and actions.