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 vain narcissists were most gratified by recognition and attention, and they did not vent negative feelings.

In brief, it suggests that media use is motivated by needs and goals that are defined by audience members themselves, and that active participation in the communication process may facilitate, limit, or otherwise influence the gratifications and effects associated with exposure.

Tchernev; Tyler Solloway Those who used the instant messaging service frequently “heavy users” were found to be most motivated by affection and sociability; those who did not “light users” were most motivated by fashion.

Uses and Gratifications

Social utility of information in conversation; substitution of media for companionship usss Personal Identity or Individual Psychology: This theory would then imply that the media compete against other information sources for viewers’ gratification. Mary Ann Liebert, Inc. Using this sociologically-based theory has little to no link to the benefit of psychology due to its weakness in operational definitions and weak analytical mode.


However, media dependency theory focuses on audiences’ goals for media consumption as the source of their dependency; while uses and gratification theory focuses on audience’s needs as drivers for media consumption. gartifications

Archived from annd original on Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [7].

New Gratifications for New Media. Click here for free trial login.

The Uses and Gratifications Perspective”. There is particular interest in the link between why media is used and the gratification received. This allows for a more personal application of UGT instead of a large, blanketing assumption about a large audience of mass media.

Why do People Watch Television?

In Herta Hertzog interviewed people who listened to soap operas and determined that they sought three different types of gratification from this form of entertainment. In Understanding the Misunderstanding, Meng Zhao studies the gratifications that Chinese audiences receive when watching American films. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists.

Among the most criticized tenets of uses and gratifications as theory is the assumption of an active audience. Research has shown that media taken in for entertainment purposes i. Raacke, John; Jennifer Bonds-Raacke This page was last edited on 25 Decemberat This site uses cookies.

Useful Tools and Resources. These three types of gratification were emotional, wishful thinking, and learning. Cultivation theory is used especially to study violence in television and how it shapes audience’s understanding of the reality of violence in society.


Check date values in: Many review services, such as Yelp. Uses and Grats 2. Use of social media cures loneliness and satisfies a compulsion for addictive behaviors.

SAGE Reference – Uses and Gratifications Approach

This topic presents some difficulties, in that there is no clear or agreed definition to be offered. CQ Press Your definitive resource for politics, policy and people. By using this site, you agree to the Terms of Use and Privacy Policy. Origins, Methods and Uses in the Mass Media. Media served the functions abd surveillance, correlation, entertainment and cultural transmission for both society and individuals [14].

This concept of active audience finds, at best, limited acceptance outside of the United States. Ina test was conducted with college students to investigate their viewing of animated news.

Gratifications of television viewing and their correlates for British children. A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others”. Current perspectives on gratifications research, 3, Login or create a profile so that you can create alerts and save clips, playlists, and searches. Origins, methods, and uses in the mass media. Lee, Chei Sian; Long Ma

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