Uses and Gratification Theory

Uses and gratification theory UGT is an audience-centered approach that focuses on what people do with media as opposed to what media does to people. The Uses Gratification Theory looks at how people use the media to gratify a range of needs including the need for information personal identity integration social interaction and entertainment.

Uses And Gratifications Theory Theories Mass Communication Psychology

This is one of the models of media communication that we look at as part of Media Influence VCE Media U.

. Uses and Gratifications Theory in Communications Uses and Gratification Theory UGT is a positivist approach- based theory and develops the understanding on how and why people actively use particular media to satisfy their needs. In the informa-tional field for example the surveillance function may be traced to a desire for security or the satisfaction of curiosity and the exploratory drive. Uses and gratification theory builds off of a history of communication theories and research.

The theory is attributed to researchers Jay G. People from these countries do not accept the inequity between high and low influential people in society community and organization. Jay Blumler and Denis McQuail laid the primary.

Uses and Gratifications Theory and Social Networking Sites With the rise of SNSs such as blogs Facebook Twitter Flickr and YouTube users have become constantly connected and capable of interacting with one another Ding Zhang 2010. - media has a limited effect because users are. Users take an active part in the communication process and are goal oriented in their media use.

The recent theory concerns the basic values that people in all cultures recognize. Blumler and Katzs uses and gratification theory suggests that media users play an active role in choosing and using the media. The Uses and Gratifications Theory is a user-centered approach that focuses on how people use media for their own personal uses and gratification.

- provides framework for understanding when and how individual media consumers become more or less active and the consequences of that increased or decreased involvement. The roots of this theory first appeared in the 1930s when the mass media began to be a part of everyday life for most peopleFirst came radio then television and more recently digital media. USES AND GRATIFICATIONS THEORY.

This theory is mainly used in understanding the approach of mass communication tools by wide audiences Raacke Bonds-Raacke 2008. Uses and gratification theory focuses on free will of audience and is deterministic as media can be used in different ways and for different purposes. Rather they play an active role in media consumption.

This theory emphasizes motives and the self-perceived needs of audience members. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. And art ah what.

The Uses and Gratifications Theory suggests there are certain reasons why an audience responds to different media texts. The Uses and Gratifications Theory is a Mass Communication theory that focuses on the needs motives and gratifications of media users. This theory is more related to Maslows Hierarchy of Needs.

Seeking reinforcement of ones attitudes and values may de-. Blumler and Katz argued that different people could use the same communication message for different purposes. Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs.

The theory is centered upon users and audience approach. The theory states that media consumers are passive consumers of mass communications. - suggests people are active in choosing and using particular media to satisfy specific needs.

Blumler and Elihu Katz. A Study of CaringBridge. Starting with the assumption that.

This theory assumes that there is nothing as an absolute truth. An overview of the Uses and Gratifications theory. Alternatively students of uses and gratifications could try to work backwards as it were from gratifications to needs.

Originators and Key Contributors. The Uses and Gratifications of Online Care Pages. Uses and Gratifications Theory.

The theorist say that a media user seeks out a media source that.

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