Uses and Gratification Research
Introduction- Uses and gratification theory
The Uses and Gratifications Theory is a famous approach to understanding mass communication. It is an audience-centered approach to media study focusing on the uses to which people put media and the gratifications they seek from that use. (Baran, S.J., Daris, D.K., 2006) It emphasizes the audiences rather than the actual message because it more focuses on what audiences will do with the media instead of what media does to the people. Blumler and Katz’s Uses and Gratification Theory recommend media users should take a dynamic role in interpreting and integrating media into their lives because they have alternate choices to gratify their own need. (Uses and gratifications theory) They also take a dynamic part in the communication process and this are the goal oriented in their media use.
Uses and Gratification Theory (U&G) is a psychological communication perspective that examines on how individual use mass media for satisfy their life but not study on how media impact the audiences. (Papacharissi, Z., n.d.) It also emphasizes that motives, actions or an attitude is related to the media use and might change by individual or groups. When an audience actively seeks out for media, they are usually seeking for delight a need. An audience based on theoretical structure to select media and content that can satisfy their needs and desires. (Papacharissi, Z., n.d.) The needs will deliver as a motive for adopting particular medium use and this will connected to the social and psychological which make up of the individual. For example, a family may watch a TV shows for instance The American Next Top Model for their entertainment or spend some time together with their family members while some people may choose to browse an internet or look for the magazine content in order to satisfy their information needs. Audience consumes the particular media because they like what they gained from it. However, a number of mass
The Uses and Gratifications Theory is a famous approach to understanding mass communication. It is an audience-centered approach to media study focusing on the uses to which people put media and the gratifications they seek from that use. (Baran, S.J., Daris, D.K., 2006) It emphasizes the audiences rather than the actual message because it more focuses on what audiences will do with the media instead of what media does to the people. Blumler and Katz’s Uses and Gratification Theory recommend media users should take a dynamic role in interpreting and integrating media into their lives because they have alternate choices to gratify their own need. (Uses and gratifications theory) They also take a dynamic part in the communication process and this are the goal oriented in their media use.
Uses and Gratification Theory (U&G) is a psychological communication perspective that examines on how individual use mass media for satisfy their life but not study on how media impact the audiences. (Papacharissi, Z., n.d.) It also emphasizes that motives, actions or an attitude is related to the media use and might change by individual or groups. When an audience actively seeks out for media, they are usually seeking for delight a need. An audience based on theoretical structure to select media and content that can satisfy their needs and desires. (Papacharissi, Z., n.d.) The needs will deliver as a motive for adopting particular medium use and this will connected to the social and psychological which make up of the individual. For example, a family may watch a TV shows for instance The American Next Top Model for their entertainment or spend some time together with their family members while some people may choose to browse an internet or look for the magazine content in order to satisfy their information needs. Audience consumes the particular media because they like what they gained from it. However, a number of mass