Who introduced the uses and gratification theory?

Who introduced the uses and 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.

What is the main aim of uses and gratification theory?

The objectives of uses and gratification theory are: To show the relation of mass communication and how it is used to gratify needs. To find out primary intentions of media use by people. To know the positive and negative aspects of media use on the media users.

What is gratification theory in public relations?

The basis of uses and gratification theory is that audiences are active in their media choices, and that various types of media are there to fulfill different needs (Madden, 2019). The uses and gratification theory points out one’s social and physiological needs which in turn point to why we choose the media we do.

What are the 4 uses and gratification theory?

McQuail, Blumler, and Brown (1972) proposed a model of “media-person interactions” to classify four important media gratifications: (1) Diversion: escape from routine or problems; emotional release; (2) Personal relationships: companionship; social utility; (3) Personal identity: self reference; reality exploration; …

What is a major criticism of uses and gratifications theory?

The uses and gratifications perspective has been criticized over the years for its vague conceptual framework, lack of precision, and a failure to consider audience’s perceptions and interpretations of media messages, among others (Ruggiero, 2000).

What does the uses and gratifications paradigm assume about media audiences?

Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. It assumes that audience members are not passive consumers of media.

What is the difference between gratifications sought and gratifications obtained?

Gratification sought has been identified as corresponding needs for the use of social media, whereas gratification obtained has been considered as the actual outcome or gained gratifications (Bae, 2018; Billings et al., 2017; Gan et al., 2017; Hwang and Lombard, 2005; Ishii et al., 2017; Johnson, 2014; Karimi et al..

What are the uses and gratifications in media?

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives.

What is gratification obtained?

What is social media gratification?

The ten uses and gratifications are: social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others. Research limitations/implications – Limitations are small sample size.

What are the four uses and gratifications?

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).

Why people use social media uses and gratification?

Uses and gratifications theory is relevant to social media because of its origins in the communications literature. 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 the uses and gratifications theory in 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.

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.

What can we learn from uses and gratifications?

Other articles summarize how uses and gratifications can inform the connections between mass and interpersonal communication. Analyses find that uses and gratifications is one of the most widely used theoretical underpinnings of communication research.

What is ususes and gratifications?

Uses and gratifications was first introduced in the 1940s as scholars began to study why people choose to consume various forms of media. For the next few decades, uses and gratifications research mostly focused on the gratifications media users sought.