Uses and Gratifications Theory and its Connection to Public Relations. Unlike Magic Bullet/Hypodermic Needle Theory, which implies the media have powerful, direct and immediate effect on its audience members. An approach of this theory predominantly relies on the examination of gratifications, which play a vital role not only in attracting, but also holding the audience's attention. Uses & Gratification Theory<br />media research is referred to as 'uses and gratifications' <br />. At the same time we also consider the visual clues and conventions contained in a media product that indicate the pleasure… Uses and gratifications characterizes people as active and motivated in selecting the media they choose to consume. 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. The Uses and Gratifications theory has been denounced by media hegemony advocates who say it goes too far in claiming that people are free to choose the media and the interpretations they desire. This theory says the audience also have effects on the media. Different types of media compete against each other and against other sources of gratification for viewers' attention. What media does to people.<br />Most of the theories on media explain about the effects media has on people. Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization of audience . For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day. An example of the different uses and gratifications theory is in the handy diagram below. Summary: 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. - suggests people are active in choosing and . • UGT researchers are developing the theory to be more predictive and explanatory by connecting the needs, goals, benefits, and consequences of media . offered alternatives . I will go through each needs and further example them and give examples. The primary objective of UGT is to clarify the causes why people . Basically, it focuses on the explanations for audience members' motivations and associated behaviors. The first need is, 'Cognitive Needs'. The Uses and Gratification theory discusses the effects of the media on people. It provides the creator of a piece of media text with a basic guideline of what they need to include to ensure that the product will be successful. Historically, it is a theory that has been used as a first step to understand the influence of new media in people's lives, making it the perfect theory to optimally understand the phenomenon of binge-watching. Abstract. Critically compare and contrast the 'Hypodermic Model' of media effects theory with the 'Uses and Gratifications' approach Essay on Blalawriting.com - Before it is possible to start an analysis of these two models, it is first essential to define them. The Pennsylvania State University . 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). Uses and Gratification Theory 2. Uses and Gratifications Theory Applied to Religious ProgrammingFirst I have a reaction to the article "Why do people watch religious television". [15] 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 . The theory was first created by Harold Laswell. 3. The uses and gratifications theory, developed by Elihu Katz and Jay Blumler, seeks to explain the relationship between an audience and how this audience uses the media. The user and gratifications theory and agenda-settings hypothesis share a relationship in the area of the audiences. There are 5 needs and gratifications for different people. 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 not a rigorous social science theory. 2479 Words10 Pages. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. This theory places focus on the consumer rather than the actual message. View 2_Casan-Analyn_ABM 12-5.pdf from ABM 12 at Mindanao State University. It is possible to apply this theory to those who enjoy the horror genre in particular and show why is is a preferred genre. This diagram states the foundations to the peak of our being, the bottom needs being the most important with breathing, food and water etc. The researcher employed experimental approach to measure the uses and gratifications to student's major . This theory states that consumers use the media to satisfy specific needs or desires. The researcher used Uses and Gratifications Theory as conceptual background of the study. 1 U and G- is the most obviously relevant as it seeks to show how the . Uses and Gratifications Theory (UGT) is a viewpoint different from that which sees the person as a passive receiver. Gratification can be derived from three distinct sources which are media content, exposure . Before the Uses and Gratifications theory, the audience… People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well. If there are any effects, these are consciously or at least actionaly intended. The video below explains Bulmer and Katz's Uses and Gratifications theory. First addressed in the late 1960's due to television becoming increasingly popular, the Uses and Gratifications theory was introduced to learn as much as possible about why and what audiences are engaged with and why the consume media texts. This would be for people that uses media to gain more knowledge, skills and learn more about various subjects, topics and field of studies. Uses and gratifications theory, which has its roots in the communications literature, can be an integral part of developing better scales and measurement instruments for social media marketers. Uses and Gratifications Theory According to the book, Theories of Human Communication by Stephen Littlejohn 1978, this approach begins with the person as an active selector of media communications. Choose one specific medium of communication other than the telephone and address the following question: What needs and gratifications are satisfied when you use medium X to communicate with a loved one (e.g., significant […] In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. Gravity. View Uses and Gratifications Theory.pdf from NMAC 3108 at Middle Georgia State University. Uses and Gratification (U&G) theory is an audience-centered and approach that focuses on what media consumers do with media rather than what media does to people. The uses and gratifications paradigm views audiences as active seekers of media that best fulfills their needs, or that reinforces their existing beliefs and interests. This is a significant shift in audience perspective. Elliot and Rosenberg concluded that much of mass media use might be merely . Uses and gratifications theory proposes that users/media consumers are actively choosing specific media content according to their needs. Introduction. Also an interesting aspect to pull would amount to each whether Internet usage alistening to the journey and watching television. 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). Based on an online survey of 713 Facebook users, we . Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. In the late 1930s and the early 1940s, quiz shows were popular with radio, and Herza Herzog asked the simple question of why this kind of show appealed to a wide variety of people. 2.1 Antecedents of uses and gratifications theory and usage intention. The three basic assumptions of Uses and Gratifications Theory are ("Uses and Gratifications", 2018): The audience is active. - The agenda-setting hypothesis focuses on the relationship between the audience as a whole and media. Today's topic: Uses and gratification theory (UGT). The uses and gratifications approach reminds us that people use the media for various purposes. Question Description According to Uses and Gratifications, we choose to use a particular medium of communication because it fulfills certain needs. This theory is an audience- centered approach. In this theory, the media is making an impact on the audience. They are grouped in topcial sections on data mining and pattern analysis in active media; active human-Web interaction and The Authors Elihu Katz Elihu Katz, (born May 31, 1926, Studies have shown that bored audiences use the media for exiting content while stressed subjects would use relaxing content, supporting the idea that audiences choose media content to provide gratifications they are seeking. Stage 1: The basic premise dating back to the 1940s. Uses and Gratifications Theory: One influential tradition in media research is referred to as 'uses and gratifications' (occasionally 'needs and gratifications'). Several researchers have classified the type of uses and gratifications into a fourfold category system such as cognition, diversion, social utility, affiliation, withdrawal, and . In a uses and gratifications context, uses and gratifications, the research impair the approach receives criticisms both understand its theory and methodology represented. In asking this question, Herzog countered the assumption of mass society and strong effects on audiences and considered the notion . 2. 3. This theory represents the use of media in terms of gratification of social or psychological need of the individual. The UGT refers to the study of the gratifications or benefits that attract and hold users to different media and various contents that fulfill the user's psychological and social needs (Dunne et al., 2010). New studies have developed 10 uses and gratifications for social media, such as social interaction, expression of opinions, information sharing, surveillance, and others' watching. Uses and gratifications is one such perspective. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. In other words, what do people get out of reading stories about Louis Tomlinson, Lauren Pope or Cheryl? Uses and Gratifications Theory (UGT) according to West and Turner (2007) is a mechanism of getting to know the reason and how individuals keenly look for specific media to meet their particular needs. Provide an example of each one. It was first developed in research on the effectiveness of the radio medium in the 1940s. The uses and gratifications theory explains the relationship between an audience and how the audience uses media. To put in a nutshell - This theory asserts that people use media to gratify specific wants and needs and sees audience/ media users as active agents that . Uses and Gratifications Theory (UGT) is a viewpoint different from that which sees the person as a passive receiver. While every individual's personal motivations differ, there are several common goals that users seek. Communication Theory/Uses and Gratifications - Wikibooks . Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. Welcome back dear readers/friends and beloved stalkers! Tap card to see definition . USES AND GRATIFICATION THEORY A Written Report by Analyn E. Casan I. Escapism - Computer games and action films let viewers escape their real lives and imagine themselves in those situations. The uses and gratifications theory has recently been used to review the uses of different social networking sites. Uses & gratification theory. In other words, it can be said that the theory argues what people do with media rather than what media does to people. The Hypodermic needle model, or the media effects The Uses and Gratifications theory views the audience as an active participator when consuming media. Opposite to other theories which shows that all the power lies in media this theory . In addition, it gave way to thinking of what other research could be performed on programming using the uses and gratifications approach. Uses and Gratification Theory ( UGT) The UGT sits on the opposite side of the spectrum when compared to the Hypodermic Needle Theory. Download Ebook Uses And Gratifications Theory In The 21st Century tsunami.as.gov the book. Using the earlier example, a person looking for a new dress will actively look out for advertisements for sales on dresses, and respond positively to them. Uses and Gratification theory is one of the media effects theory used in the modern era. For example, you may enjoy watching a show like Dancing With the Stars while simultaneously tweeting about it on Twitter with your . The theory relies on two principles: media users are active in their selection of the media they consume, and they are aware of their reasons for selecting different media options. Practitioners of the uses and gratifications theory study the ways the public consumes media. Uses and gratifications theory first came to light in the 1940s, with the height of radio broadcasting, but later developed further in the early 70s with Katz, Blumler and Gurentich. Uses and gratifications theory 5 Stage 3 • The most recent interest surrounding Uses and Gratifications Theory is the link between the reason why media is used and the achieved gratification. Theory and Methods" : 3rd-5th October, 1973, Hotel Foresta, Stockholm Uses and Gratifications of Facebook.com The Handbook of Media and Mass Communication Theory presents a comprehensive collection of original essays that focus on all aspects of current and classic theories and practices relating to media and mass communication. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. "The basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification" (Whiting, 2013). It is the theory which explains of how people . Postmodernists argue there are an even wider set of uses individuals make of media. McQuail listed the following uses and grats in his study in 1987. Criticisms of the uses and gratifications model of audience effects. The theory also believes that audiences are responsible for choosing media to meet their needs. In this blog, we'll be discussing the 'Uses and Gratifications Theory' - a theory that stands polar opposite to the one discussed in Blog 1 - The Media Effects Model. However, uses and gratification theory can be seen to operate at two levels of abstraction and complexity. Uses and gratifications is a social and psychological theory that suggests human communication behavior is driven by people's needs and desires (e.g., Katz, Blumler, & Gurevitch, 1973, 1974; Rosengren, 1974). Therefore, the impact of media on people is slightly different from the past and present. Uses and Gratifications Theory Essay Example The next step in the development of this research began during the late 1950s and continued during intothe 1960s, in this phase the emphasis was on identifying and operationalizing the many social andpsychological variables that were presumed to the antecedents of different patterns of consumption . The uses and gratifications (U&G) theory originated from the functionalist perspective on mass media communication. Uses and Gratifications Theory. It explains how the media's decisions will influence the . Match. The 'media effects' model assumes that people are passive consumers of media, in which the hypodermic needle theory suggests that consumers directly accepts the . lens of uses and gratifications theory. Also an interesting aspect to pull would amount to each whether Internet usage alistening to the journey and watching television. In contrast to the concern of the 'media effects' tradition with 'what media do to . Science. "And art (ah what luck!) We communicate and use media to satisfy those needs and desires. Denis McQuail. The roots of this theory first appeared in the 1930s, when the mass media began to be a part of everyday life for most people.First came radio, then television, and, more recently, digital media. But according to McQuail (2010), the theory could be traced from the early 1940's when researchers started investigating why people listen to popular radio programmes and why they read newspapers daily. Aud use the media to gratify needs and desires. 1. Uses and Gratification theory also known, as UGT is an audience based approach that focuses on what people do with media as opposed to what media does to people. Uses and gratification theory of communication explains how people use media to fulfill their needs. 2. Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs. Sarah Turney. Click card to see definition . - provides framework for understanding when and how individual media consumers become more or less active and the consequences of that increased or decreased involvement. Uses and gratification is totally opposite to other theories the term which is used for the audience is that they are very active they know how to use media to complete their wishes, wants or needs. Uses and Gratifications theory. Genre: Uses and Gratifications Theory This is all about why people choose to consume a media product. The uses and gratifications theory can be applied to any media text in order to show why an audience consumes a certain text. Uses and gratification theory 1. 1973) helps explain the gratifications sought and obtained in the use of social media, and also shows that these gratifications differ according to individual characteristics. Examples Of Gratification Theory. In this article, I argue just the opposite, and any The Uses and Gratifications theory was posited as a more comprehensive way to discuss and analyze the roles of media effects in our lives. As opposed to other media theory that seeks to understand what the media do to individuals, UGT seeks to understand what individuals do with media. The Hypodermic Needle Theory states that the media has great power over audiences while the UGT states the media has no power over audience. A. audience is active B. people use the media rather than the media use the people C. people have several needs and options to meet those needs D. people are aware of the media choices . and going all the way up to creativity and lack of prejudice. As opposed to the topic last week on what media does to people, Uses and Gratifications Theory (UGT) is based on what people do to the media. 5 Genre Theory. Dennis . WESLEY UNIVERSITY OF SCIENCE AND TECHNOLOGY, ONDO, ONDO STATE NIGERIA. Audiences interpret the media in their own terms and any debate for or against this can be argued, and depending on the circumstances, won by either side. The conceptual model in this study is situated on the principles of Uses and Gratifications, Critical Mass, Homophily, and Values theories. For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters on television. This approach focuses on why people use particular media rather than on content. Uses and Gratifications Theory According to the book, Theories of Human Communication by Stephen Littlejohn 1978, this approach begins with the person as an active selector of media communications. Uses and gratifications theory (UGT) is an approach to understanding why and how people . The most recent interest surrounding Uses and Gratifications Theory is the link between the reason why media is used and the achieved gratification. This theory states that all media is constructed in order to fulfil the audiences needs. The Uses & Gratification theory is designed to understand what audiences want to get out of a piece of media text. Uses and Gratifications Theory. There is a lack of substantive research which supports this theory. The theory believes that the members of the audience are not passive but actually take an active role in interpreting and participating media into their own lives. Download Ebook Uses And Gratifications Theory In The 21st Century tsunami.as.gov the book. Uses and Gratifications Theory Katz, Blumler and Gurevitch pioneered the Uses and Gratification Theory in 1974. Marxists argue it exaggerates audiences' capacity to interpret media content, ignoring the power of agenda setting. Uses and gratification theory to explore how individuals purposely look for media to meet specific needs, such as entertainment, relaxation or socialization or goal. Describe the 5 assumptions of Katz's Uses and Gratification Theory. The sudden interest came to light with having the first generation to grow up with a wider range of media abundance, the opportunity to have, print, radio and most . Focuses on why people use particular media<br />. The uses and gratifications theory 'is concerned with what people do with media, not what media do with people.' (Pearson and Simpson, 2001) It looks at what media has been used for by consumers in order to improve content and make it better - essentially striving to fulfil the audience's viewing pleasure needs. Uses and Gratifications Theory posits a few basic assumptions: 1. Gratification of needs is the most important role of media for humans. Unlike my last blog on media effects theory (Media directly influencing people), UGT is different in a sense that it focuses on the question "what people do with media" (Katz, 1959) While researching on the topic, I found theorists Katz, Gurevitch and… 5 pages, 2320 words. With the benefit of hindsight: Reflections on uses and gratifications research. They are grouped in topcial sections on data mining and pattern analysis in active media; active human-Web interaction and In a uses and gratifications context, uses and gratifications, the research impair the approach receives criticisms both understand its theory and methodology represented. This theory shifted the approach of gratification from the functional paradigm to social sciences (Katz, Blumler and Gurevitch, 1974). Uses and Gratification theory: In the present day, audiences are known to be more active and can make a choice rather than being passive and vulnerable to media. (personal identity, personal relationships, surveillance and escapism) so then link these uses and grats to media texts, Uses and Gratifications Theory (U> Katz et al. Uses and gratifications theory considers the motives and behavior of the media consumers, which is how and why they use the media. Test. Uses and Gratifications Theory states that the interaction between the media and viewers is complex because For example, Brown & Lauricella & Douai & Zaidi (2012) in their research article name as "Consuming Television Crime Drama: A Uses and Gratifications Approach" published in American Communication Journal used uses and gratifications theory and concluded that curiosity and information are two actual needs due to which young people watch . The audience takes an active role in selecting a medium, as well as interpreting it and integrating it into their lives. PLAY. NAME: OLUWOLE RICHARD ADESOJI DEPARTMENT: MASS COMMUNICATION MATRIC NO: CSMS/2010/180 COURSE CODE: MCM 408 TOPIC: USES AND GRATIFICATIONS THEORY IN THE 21ST CENTURY DATE: 9TH JUNE, 2014 INTRODUCTION Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy . The structure of the theory indicates that the media text needs to give the . 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