Munication theory formation uses and gratifications paradigm was opened by the pioneering works of elihu katz, jay blumler and michael gurevitch in the what benefits they seek from media use has generated enormous empirical activism among communication researchers. Critics of uses-and-gratifications research have long charged that the theory exaggerates the amount of active use they contend that most media use is so passive and habitual that it makes no sense to ask people about it. The uses and gratifications perspective was a fairly dramatic shift in the direction of mass communication research instead of focusing on media content, it directed attention toward the audience instead of considering the audience as passively exposed to strong media messages, it considered an. This scenario illustrates the idea behind uses and gratifications theory according to the theory, media users actively select the types of media and media content they consume to gratify various psychological needs its purpose is to explain how and why people use media the theory first surfaced in the 1940s but is credited primarily to the.
Uses and gratifications theory (ugt) 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. A brief explanation of uses and gratification theory - a key theoretical perspective for media studies students if you are a media studies teacher or students and would like me to make a specific. Uses and gratifications theory what if we do nothing idea 1 idea 2 describe the current situation describe the desired state describe the idea you think is best conclusion explain your expectations this means that people, especially younger people, will be directly influenced by media corporations, especially music videos it also means that.
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. The uses and gratification theory (u&g) is one of several audience theories that attempt to explain the role of the mass media from the point of view of the audience it is a major breakthrough in mass communication studies because it was the first theory to envisage the audience not as passive and easily manipulated but active users of mass. Core: uses and gratifications theory attempts to explain the uses and functions of the media for individuals, groups, and society in general there are three objectives in developing uses and gratifications theory: 1) to explain how individuals use mass communication to gratify their needs. Uses and gratifications theory 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 and gratification theory of communication explains how people use media to fulfill their needs gratification of needs is the most important role of media for humans people get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well.
I will then review uses and gratification theory (u&g), and show how u&g has guided explanations of why audiences view tv shows then, based on the stafford et al (2004. 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 it says that users take an active part in the communication process and are goal oriented in their use of the media. 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. Uses and gratification theory has been leveled with these criticisms • uses and gratifications theory have been criticized because the audiences have no control over the media and its products the media do not need to take responsibility for what they bring into being.
Reception theory: sees reading as a creative, constructive process it emphasizes the reader’s active role in ‘making’ any text or script, and therefore epitomizes those teaching practices which stress personal response. This chapter will consider the psychological and functional roots of uses and gratifications, the objectives and functions of the paradigm, and the evolution of uses-and-gratifications research. The uses and gratification theory bring advantages and disadvantages to people in their daily life nowadays, media become more and more important in our daily life advantages of the uses and gratifications theory is this theory is one of the communication model which is more positive views of the media. Media dependency theory media dependency theory, also known as media system dependency theory, has been explored as an extension of or an addition to the uses and gratifications approach, though there is a subtle difference between the two theories.
A uses and gratifications approach the uses and gratifications approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage, exposure, and effects. The uses and gratifications theory is a theory of mass communication that places the needs, motives and gratifications of media users in the center of interest and sees media users playing an active role in the media consumption process. Palmgreen (1984), too, in a comprehensive review of uses and gratifications theory and research, issues the challenge to explore the adaptation and molding of the uses and gratifications conceptual framework to deal with new communication technologies (p 49.
The uses and gratification theory indicates what the audience can do with a particular masss media which is a primary strengthin this case, the media cannot manipulate the audience thereby making them independent in selection of information(accept orreject. Uses and gratifications one influential tradition in media research is referred to as 'uses and gratifications' (occasionally 'needs and gratifications') this approach focuses on why people use particular media rather than on content. Uses and gratification theory researchers believe that the theory will be able to explain the ways people use the internet, social media, and cell phone technology ♣ ugt has been useful in understanding cell phone use, computerized video games, and internet use. The uses and gratifications theory focuses on an active audience and what people do with media, rather than the effect media has on people the theory originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message.