What is Blumler and Katz theory?
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. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.
What are the four stages in Blumler and Katz uses and grats theory?
In 1972 Jay Blumler, Joseph Brown, and Denis McQuail proposed four uses of media: diversion, personal relationships, personal identity, and surveillance.
What is the uses and gratification approach explain its origin and categories of needs which gratify through media?
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.
What are the four uses and gratification in media theory?
These included four primary factors for which one may use the media: Diversion: Escape from routine and problems; an emotional release. Personal Relationships: Social utility of information in conversation; substitution of media for companionship.
Who is Blumler?
Jay Blumler was a pioneer researcher into the media before media studies became part of the British university repertoire. However, his principal claim to fame is that his publications, spanning half a century, have influenced the development of media studies both in Britain and internationally.
What is the new media theory?
New media theory, broadly speaking, conceptualizes the implications of digital technologies: from the novel sociopolitical configurations fostered by computer-mediated communication, to the aesthetic and cultural significance of digital culture.
Who is the founder of reception theory?
Hans Robert Jauss’s version of reception theory was introduced in the late 1960s, a period of social, political, and intellectual instability in West Germany. Jauss’s reception theory focused on the reader rather than the author or text.
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 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 is the core assumption of use and gratification theory?
A basic assumption of the U&G theory is that people are actively involved in media usage and interact highly with the communication media by building profile groupings of related uses and theoretically associated gratifications (Luo, 2002).
Who gave two step flow theory?
Paul Lazarsfeld
The two-step flow model was formulated in 1948 by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in the book The People’s Choice, after research into voters’ decision-making processes during the 1940 U.S. presidential election.
What is Blumler and Katz theory of media audiences?
Blumler and Katz (1974) detailed four primary needs the audiences could satisfy with the media. The uses and gratifications theory are the complete opposite end of the spectrum to e hypodermic needle theory, which said that the media held a great amount of power over audiences,
What is the history of the media theory?
The theory is one that has developed from ideas dating back as far as the 1940s. In 1974, researchers such as Blumler, Katz, and Guarevitch made links between Maslow’s hierarchy of needs and how people use the media. Blumler and Katz published the Theory of Uses and gratifications in 1974.
What is the uses and gratifications theory of media?
The uses and gratifications theory are the complete opposite end of the spectrum to e hypodermic needle theory, which said that the media held a great amount of power over audiences, The uses and gratifications theory is a user-centered approach that focuses on how people use media for their own personal uses and gratifications.
Does the media have any power over audiences?
Blumler and Katz (1974) concluded that different people could use the same communication message for different purposes. The same media content may gratify different needs for different individuals. This theory suggests that media has no power over audiences.
