Moreover, researches also happened on the effects of the absence of newspaper during a newspaper strike. This theory states that an individual will choose the media or form of media that will satisfy their desires most completely. Uses and gratifications theory in the 21st century. Kinukuha lamang ng audience ang mga bagay na makakatulong sa kanya habang siya ay nanonood o nakikinig sa midya. Media Dependency theory is one of the theories, first of its kind which […] Sandra Ball-Rokeach and Melvin DeFleur proposed the "Dependency theory" in 1976. For this purposes an online survey was created based around this theory. The Uses and Gratifications Approach and The Dependency Theory were two theories that brought forth a new genre of ideas and aspects of cognition to mass communication. UGT is an audience-centered approach to understanding mass communication. This theory states that consumers use the media to satisfy specific needs or desires. In other words, it can be said that the theory argues what people do with media rather than what media does to people. In this study, on the basis of uses and gratifications theory, starting from IPTV audience demand, the author endeavors to explore how variables affect audience satisfaction and put forward feasible suggestions so as to improve IPTV audience satisfaction. Since that time, additional studies of media strikes have emerged: Kimball (1959) replicated Berelson's study . Historically, the theory was first introduced to understand why people chose to consume the various forms of media that were present at the time in 1940s. Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. 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). Origin and History. It assumes that audience members are not passive consumers of media. The origins of UGT can be traced back to the 1940s when communication scholars initially sought to study why specific media and content appealed to different people. Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs. This quantitative study employs the uses and gratification theory to understand the needs of people who watch YouTube beauty vlogs on a regular basis and the gratifications they seek. Instead, the theory emphasizes the personal media choices consumers make to fulfill different purposes at different times . In U&G, it includes Cognitive needs, Affective needs,… Uses and Gratifications Theory. Early usage studies treated the internet as a single mass medium, researching motivations and behaviors of traditional mass media audiences (e.g., television). Early in the history of communications research, an ap-proach was developed to study the gratifications that attract and hold audiences to Blumler and Katz believed that there were lots of reasons for . A very popular idea in the early-mid-20th century was the effects model , which looked at what the media did to the audience. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. A more radical shift in focus was to move away from what impact the media has on audiences, towards investigating why or how audiences react to the media. Instead of focusing on media content, Katz and Blumber sought to shift their attention to the media audience. In the history of media theory, uses & grats is known for its. The Application of The Uses and Gratifications Theory. The Pennsylvania State University . 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. Uses and Gratification Theory - Learning Theories uses and gratifications theory 23 range of communication opportunities, by "laying out a taxonomy of just what goes on in cyberspace" (Newhagen & Rafaeli, 1996, p. 11). Sarah Turney. UGT is an audience-centered approach to understanding mass communication. 1974 - Jay Blumler & Elihu Katz. 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. And, I assert that the emergence of computer-mediated communication has revived the significance of uses and gratifications. First studies happened on this theory in the 1940s. "And art (ah what luck!) Step 1: Gratification Sought and Gratification Obtained Uses and Gratification theory assumes that audiences actively seek out media in a goal-directed way that provides them with the means of gratifying a wide variety of needs (Littlejohn, 1996). This paper is a part of the thesis: A Study on Chinese IPTV audience. Several researchers have classified the type of uses and gratifications into a fourfold category system such as cognition, diversion, social utility, affiliation, withdrawal, and . 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. In this video, I compiled some People Also Ask results about Uses and Gratification Theory.We will focus on the following questions:..Further readings:Uses. Who is the founder of uses and gratification theory. Uses and gratifications theory From Wikipedia, the free encyclopedia Jump to navigation Jump to search Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. In 1944 Herta Herzog began to look at the earliest forms of uses and gratifications with her work classifying the reasons why people chose specific types of media. Uses and gratifications characterizes people as active and motivated in selecting the media they choose to consume. 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. Ini-interpret ng audience ang nakikita at naririnig nila sa midya ayon sa . 2. Practitioners of the uses and gratifications theory study the ways the public consumes media. The Hypodermic needle model, or the media effects Uses and Gratifications Theory. Uses and gratification approach Unlike mass media concepts and theories that emphasize the media influence, uses Abstract. The theoretical framework is based on the assumption that audience chooses media to achieve felt needs. Stage 1: The basic premise dating back to the 1940s. This is to understand why 1) the Uses and Gratifications theory is a common theme, and 2) the representation differences amongst genders on online dating. Uses and Gratifications Theory (Teori Kegunaan dan Kepuasan)Teori Uses and gratifications (kegunaan dan kepuasan) pertama kali dikenalakan oleh Herbert Blumer dan Elihu Kartz pada tahun 1974 dalam bukunya The Uses on Mass Communication : Current Perspectives on Grativication Research. Media give people some desired results. 5 years ago • Learning Theories & Models, Media & Technology Theories • 1. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. offered alternatives . 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. CiteSeerX - Document Details (Isaac Councill, Lee Giles, Pradeep Teregowda): Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. In this study, on the basis of uses and gratifications theory, starting from IPTV audience demand, the author endeavors to explore how variables affect audience satisfaction and put forward feasible suggestions so as to . internet uses and perceptions studies were the second most common topic for researchers, and that within this topic, uses and gratifications was the most common theory used. The theory emphasizes on _______, rather than explanation and prediction. Uses and gratifications (U&G) theory has been developed from a socio-psychological communication perspective that explores how and why individual uses mass media (Ruggiero, 2009). 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. The com-mon tendency to attach the label "uses and gratifications approach" to work in this field appears to virtually disclaim any theoretical pre- There may be somebody who will watch a romantic comedy so that they can put themselves in the shoes of the characters and feel love. Uses and gratifications theory (UGTtheory) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Somebody may watch Breaking Bad so that they can join in with social conversation relating to that topic. Berelson (1949) studied the effects of the 1945 strike of eight major New York City daily newspapers on audience behaviour. Ruggiero, Thomas E. 2000. It was the time when researchers studied some radio listeners. Beginnings of the Uses and Gratifications Approach 293 Uses and Gratifications in an Election Campaign 294 Classifying Individual Needs and Media Uses 295 Criticisms of the Uses and Gratifications Theory 297 Empirical Tests of the Uses and Gratifications Theory 298 HISTORY. Summarizes uses and gratifications research and argues that uses and gratifications is a key theoretical perspective to understanding the adoption and use of new communication technologies. Studies also happened on the kid's comics. Filed Under: Reviews. Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. Stages of the theory. The point of view rose in the mid 1970 's as Katz and his two associates, Jay Blumler and Michael Gurevitch kept on extending the thought. The Uses and Gratification theory discusses the effects of the media on people. Reception Theory. The idea that we simply use the media to satisfy a given need does not seem to fully recognize the power of the media in today's society. UGT is an audience-centered approach to understanding mass communication [1] Diverging from other media effect theories that question "what does . Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.UGT is an audience-centered approach to understanding mass communication Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?" Proposed Theoretical Model Uses and Gratifications Theory The Uses and Gratifications Theory (UGT) is based on establishing an understanding of the motivations towards media uses and the gratifications sought and obtained by the audience (E. Katz et al., 1974) For instance, 'During the 1970s, Uses and Gratifications theorists intently . Uses and gratification describes the typology of media uses and gratifications, but its lack of explanation and prediction is a serious weakness. One of the most popular theories, Uses and Gratifications Theory, is based on users actively attempting to satisfy their media needs. In the submission of Katz et al (1973-1974) the media compete against other . U&G was originally seen as an alternative method to media effects and not a part of… The Uses and Gratification theory suggests that audiences are responsible for selecting the media organization that would best serve their needs; and that media outlets are used by the audiences to fulfill specific gratifications. deliberate shift away from the notion that powerful media messages have uniform effects on large audiences. UGT is an audience-centered approach to understanding mass communication. Uses and gratification theory to explore how individuals purposely look for media to meet specific needs, such as entertainment, relaxation or socialization or goal. 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. [1] Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?"[2 History Beginning… In other words, it can be said that the theory argues what people do with media rather than what media does to people. Uses and Gratifications theory To understand the Uses and Gratifications theory and to learn to apply it to media texts. Different types of media compete against each other and against other sources of gratification for viewers' attention. Uses and Gratification (U&G) theory gives me a great impression, because it let me thought about my own mental activity when choosing different kind of social media software. The Uses And Gratification Theory By Elihu Katz. Gratification of needs is the most important role of media for humans. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. Let's get the exact idea of the . The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. Specific Theories Uses and Gratifications Theory. This thesis seeks to examine how the Uses and Gratifications theory can be applied to online dating. Uses and gratifications model. For her study . Uses and gratification theory of communication explains how people use media to fulfill their needs. This theory is based on the Uses and Gratifications Theory and ties into the Agenda Setting Theory. The Uses and Gratifications theory has beendebated as to its accuracy and relevance in evaluating an audience'sutilization ofmass media.5 However, many media scholars and economists continue to contend that the Uses and Gratifications theory is a legitimate vehicle for assessing user activity in different media, including modemmedia. Based on the assumption that audiences are not passive or powerless but instead exercise choice, researchers developed the uses and gratifications model. Stage 1: The basic premise dating back to the 1940s. 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 . Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. development of the 'Uses and Gratification Expectancy' (UGE) conceptual framework. 5 pages, 2320 words. For example, you may enjoy watching a show like Dancing With the Stars while simultaneously tweeting about it on Twitter with your . SOME BASIC ASSUMPTIONS OF THEORY, METHOD, AND VALUE Perhaps the pace of "theory" and "method" in the study of audi-ence uses and gratifications is not immediately apparent. Theoretically and practically, for U&G scholars, however, the basic questions remain the same. What mass communication scholars today refer to as the uses and gratifications (U&G) approach is generally recognized to be a subtradition of media effects re-search (McQuail, 1994). Uses and Gratifications Theory posits a few basic assumptions: 1. 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. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well. This finding is supported by the Uses and Gratifications (U&G) Theory, which suggests that people select media and content to meet their needs or wants (Cha, 2016;Papacharissi, n.d.). NETFLIX AND KILL: A FRAMING AND USES AND GRATIFICATIONS COMPARATIVE ANALYSIS OF SERIAL KILLER REPRESENTATIONS IN THE MEDIA MALLORIE MARGARET LATORA 105 Pages Serial murder is tightly woven into the foundation of American history, and as such, so has serial murder been a plotline in American media. This theory had challenged the concept of the entire passive receiver as it concentrated on the active users. History of Uses and Gratifications Theory . U&G theory said that gratification and need are important reason to use media. Stage 1. Uses and Gratifications Theory Katz, Blumler and Gurevitch pioneered the Uses and Gratification Theory in 1974. Uses and Grats identifies how people use and become dependent upon the media. History of Uses and Gratifications Theory One of the earliest research areas into the media was how the audience and producer engaged with each other during media consumption. 1008 Words5 Pages. History of Attitude-Change Research 153 . The theory is combined with several perspectives like psycho analytics & social system theory, systematic & casual approach and base elements from Uses and Gratification theory but less focus on effects. They will choose a certain form of media, whether it is a medium television or radio, for . The Uses and gratifications theory is a theory by Blumer and Katz. It states that different people watch television and movies for different reasons.. People use the media for many reasons. The Uses and Gratification theory by Elihu Katz came into existence when the theorist concocted the idea that individuals utilize the media to their advantage. Information, entertainment, and parasocial relationships are just a few of them. 1973). Uses and Gratifications Theory and its Connection to Public Relations. 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 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). uses and gratifications theory 23 range of communication opportunities, by "laying out a taxonomy of just what goes on in cyberspace" (Newhagen & Rafaeli, 1996, p. 11). Uses and gratification theory to explore how individuals purposely look for media to meet specific needs, such as entertainment, relaxation or socialization or goal. [11] Uses and Gratification Theory. Ang mga bagay na nakikitang niyang walang maaaring itulong sa kanya ay hindi niya binibigyan ng halaga. 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. In this article, I argue just the opposite, and any attempt to speculate on the future direction of mass communication theory must seri-ously include the uses and gratifications approach. Uses and gratifications (U&G) theory is an approach that can be traced back to the early 1940's when scholars wanted to know why listeners listened to certain music on the radio or soap operas (Katz, Blumler et al. DOI: 10.1207/S15327825MCS0301_02. Why do Elihu Katz is often credited with being one of the original creators of this theory. To understand the use and gratification theory, we must understand what the use and gratification theory is. DEPRIVATION THEORY Deprivation theory has an even longer history in Uses &Gratifications research theory. used the uses and gratification theory which took hold in recent years (as shown by research cited above) due to its user oriented approach, since in the history of mass communication has the user never been more active than nowadays. 1974 - Jay Blumler & Elihu Katz. Media audiences will make choices depending on their needs, satisfactions, and motives. History of uses and gratifications theory. Several researchers have classified the type of uses and gratifications into a fourfold category system such as cognition, diversion, social utility, affiliation, withdrawal, and . To date, little research has been done linking reality television to uses and gratifications, and none has been found that explore the potential of varying motives between the reality sub-genres. Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them. Reviews theory and research on sources of need gratification provided by the mass media, including (a) the bifunctional view of need satisfaction (fantasist-escapist or informational-educational); (b) the 4-functional interpretation (surveillance, entertainment, cultural transmission, correlation); and (c) multi-functional view (diversion from routine, emotional release, companionship . Uses and Gratifications Theory Katz, Blumler and Gurevitch pioneered the Uses and Gratification Theory in 1974. • Without the media, powerful speeches by politicians would affect no one, local events would remain local, and performances by great actors would be seen only by the people in the immediate audience. Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. [1] Diverging from other media effect theories that question "what does media d Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Mass Communication & Society 3:3-37. Throughout time, there have been books, The uses and gratifications tradition has a basis in Functionalism, applying scientific rhetoric to a philosophical and socio-cultural school of theory, akin to the suggested correlation between Herzog's gratifications of soap operas (1944) and Maslow's psychology based hierarchy of needs (1943). The primary objective of UGT is to clarify the causes why people . The theory takes out the possibility that the media can have an unconscience influence over our lives and how we view the world. The Uses and Gratification theory discusses the effects of the media on people. A Historical Overview of Uses and Gratifications Theory. 2.1 Antecedents of uses and gratifications theory and usage intention. As per Turney (n.d.), the use and gratification theory is a theory that is used to explain how the audience interact with the media. Thus, uses and gratifications are inextricably . 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