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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First, media selection is initiated by the individual.
These audience motivations formed the foundation for their research in and led to USG later on. Tchernev; Tyler Solloway These motives included companionship, social interaction, relaxation, information seeking, interpersonal learning, entertainment and pass time.
Research has found a positive correlation between active time spent on Twitter and the gratification of a need for “an informal sense of camaraderie”—connection—with other users.
They developed 35 needs taken from the largely speculative literature on the social and psychological functions of the mass media and put them into five categories:. Uses of mass media. A UGT approach may be implemented to Cultivation theory cases to understand why an audience would seek violent media and if audiences seek television violence to satisfy the need of confirmation of their worldview. Results show that enjoyment, physical activity, nostalgia, image, normative influences and flow drive various forms of user behavior.
There is particular interest in the link between why media is used and the gratification received. Compared to social media sites such as Twitter, Facebook, and Instagram, Snapchat is used more to fulfill private media needs.
Uses and gratifications theory
This helped increase both use and gratification of the media by satisfying the need for connection. Ruggerio noted three assumptions that are necessary to the idea of active audience: Uses and gratification theory builds off of a history gratificafions communication theories and research. Blumler then offered suggestions about the kinds of activity the audiences were engaging with in the different types of media. The use of melodramatic animation in news was seen as an emerging technique used in news reporting at the time.
UGT is an audience-centered approach to understanding sues communication.
Uses and Gratifications
Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives.
Beginning in the s, researchers began drnis patterns under the perspective of the uses and gratifications theory in radio listeners. Retrieved 18 October These included four primary factors for which one may use the media: UGT usez today are exploring predictive and explanatory possibilities of the theory by connecting media usage with individual factors.
The collaborative research began to indicate how people saw the mass media.
Login or create a profile so that you can create alerts and save clips, playlists, and searches. Please cite this article as: For her study, Herzog interviewed soap opera fans and was able to identify three types of gratifications. Many other aspects of UGT are featured in using various websites that are related to social networking. Users have motivations of the following overall:.
Basic research finds that socialization motivates use of friend-networking sites such as MySpace and Facebook.
Oxford Internet Institute
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UGT has been plagued almost from its inception by criticisms that it does not meet the standards necessary to be a theory.