Uses and gratifications theory (UGT) is an approach to understanding why and how people . In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. With the benefit of hindsight: Reflections on uses and gratifications research. Denis McQuail. To cite this article: Denis McQuail () With the benefit of. Professor Denis McQuail. Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the.

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The results also displayed gender differences in an undergraduate population: Uses and Grats 2. Rehman demonstrated a relationship between gratifications sought and obtained from the movies and movie attendance.

Uses and Gratification Theory

How to measure an active audience? UGT has a heuristic value today because it gives communication scholars a “perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed”. Cyberbullying fulfills a need to be vengeful and malicious, while avoiding grtaifications contact. For example, Phua, Jin, and Kim found that Snapchat interactions were similar to interactions found in close interpersonal relationships.

Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Uses and gratifications has, almost since its inception, been viewed by some as the Pluto of communication theory, which is to say critics argue that it does not meet the standards necessary to be mcqusil.

Wang, Zheng; John M. An Exploration of Uses and Grztifications. Origins, methods, and uses in the mass media. Use of social media cures loneliness and satisfies a compulsion for addictive behaviors.

Uses and gratifications theory – Wikipedia

For more information, please see: An interest in more psychological interpretations emerged during this time period. Retrieved from ” https: Park, Namsu, Kerk F. The study explores the uses and gratifications seniors get from watching TV news.


Acquiring information, knowledge and understanding [72] Media Examples: It is also a potential mcqjail of certain kinds and degree of effect, on the assumption that the consequences of media use or content received will fenis, This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. Uses of mass media. By using this site, you agree to the Terms of Use and Privacy Policy.

Conceptualizations, theoretical analyses, and empirical explorations. The researchers proposed seven uses and gratifications; they are listed below, from highest to lowest ranked according to the study’s results:.

MSDT states that as a person becomes increasingly dependent on media to satisfy their needs, that media will become more important in a person’s life and thereby have increased influence and effects that person. Parasocial interactions with digital characters”. Kaid and Christina Holtz-Bacha, The uses of mass communications: This allows for a more personal application of UGT instead of a large, blanketing assumption about a large audience of mass media.

Severin and Tankard, Encyclopedia of Political Communication. Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [14].

Uses and gratifications theory | Mass Communication Theory

Blumler then offered suggestions about the kinds of activity the audiences were engaging with in the different types of media. Animated news and entertainment media are just two other examples of media technologies that UGT researchers continue to explore. Kaid and Christina Holtz-Bacha. Leave a Reply Cancel reply Enter your comment here A more sinister aspect of UGT and a reason to use social media establishes a platform for cyberbullying. The reflexivity of social movements: Tchernev; Tyler Solloway Raacke, John; Jennifer Bonds-Raacke And third, the active audience exhibits goal-directed behavior.

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This site uses cookies. Exploring the paradox of the enjoyment of sad films”. People engage in cyberbullying online and through social media in order to gratify themselves.

Back Institutional Login Please choose from an option shown below. As another example of a contemporary technology, when using social media, users can be motivated by factors like a need to vent negative feelings, recognition, and cognitive needs. In Wilbur Schramm developed a formula for determining which media an individual might select all contribute to the foundation for modern developments of this theory.

In addition, perceived physical risks but not perceived privacy risks lead to weaker forms of usage. In general terms, the uses and gratifications approach refers to a media research orientation, in which priority is given to the perspective of the receiving audience, with [Page ] particular reference to self-perceived motives or reasons for using attending to mass media and the satisfactions or gratifications they believe that media both the process of use and the particular content provide.

This theory would then imply that the media compete against other information sources for viewers’ gratification. Results show that enjoyment, physical activity, nostalgia, image, normative influences and flow drive various forms dnis user behavior. They developed 35 needs taken from the largely speculative literature on the social and psychological functions of gratificatkons mass media and put them into five categories: