What are the 4 uses and gratifications in media?
The four categories were: (1) Diversion: escape from routine or problems; emotional release; (2) Personal relationships: companionship; social utility; (3) Personal identity: self reference; reality exploration; value reinforces; and (4) Surveillance (forms of information seeking).
What are the different uses and gratifications?
What is the Uses and Gratifications Theory? The Uses and Gratifications Theory is a Mass Communication theory that focuses on the needs, motives and gratifications of media users. The theory states that media consumers are passive consumers of mass communications; rather, they play an active role in media consumption.
What is uses and gratification theory in social media?
The basic premise of uses and gratifications theory is that individuals will seek out media among competitors that fulfills their needs and leads to ultimate gratifications (Lariscy et al., 2011).
What are gratifications in media?
Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections.
What are the needs of uses and gratification theory?
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.
What is uses and gratifications theory in media psychology?
What does the uses and gratifications paradigm assume about media audiences?
It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives.
What are the advantages of uses and gratification theory?
The main advantage of the uses and gratification approach is that it gives an insight to motivation for consuming a particular media content, which complements the findings about the interaction between the media and its users.
Why is uses and gratifications important?
What are advantages of uses and gratification theory?
What are the weakness of the uses and gratification theory?
Uses and gratification can be used to incite neglect and promote cultural imperialism in the people. Some people only watch certain programs based on the socio-cultural background of the host instead of analyzing the content of the message. The viewers tend to only watch and not think about what is going on.
What do we know about media use and gratifications?
For the next few decades, uses and gratifications research mostly focused on the gratifications media users sought. Then, in the 1970s, researchers turned their attention to the outcomes of media use and the social and psychological needs that media gratified.
What is the uses and gratifications model of advertising?
Based on the assumption that audiences are not passive or powerless but instead exercise choice, researchers developed the uses and gratifications model. This explains the process audiences employ when deciding their response to advertisements – do they respond by shopping more, or do they ignore it?
What is the uses and gratifications theory in Mass Communication?
The uses and gratifications theory focuses on an active audience and what people do with media, rather than the effect media has on people. The theory originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message.
What are the Research Implications of uses and gratifications theory?
Research implications are that uses and gratifications theory has specific relevance to social media and should be given more prominence. Uses and gratifications theory helps explain the many and varied reasons why consumers use social media.