Uses and gratification theory indicates a positive relationship between social media usage and the level of gratification derived from such activity. UGT is an audience-centered approach to understanding mass communication  Diverging from other media effect theories that question "what does media do to people . A study conducted by Madan using college students found that people who watch a lot of violence are not affected as much when they see even more violence on the news . The basic tenet of uses and gratifications (called UG for short) is that people are not helpless victims of all powerful media, but use media to fulfil their various needs. It assumes that audience members are not passive consumers of media. One of the most popular theories, Uses and Gratifications Theory, is based on users actively attempting to satisfy their media needs. Entertainment - Viewers watch programmes for enjoyment. The theoretical framework was released when . 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. Mass Communication & Society 3:3-37. 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. Uses and Gratification Theory Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for. Uses and Gratification Theory - Learning Theories 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. The basic theme of uses and gratifications is the idea that people use the media to get specific gratifications. The findings of mobile gaming motives are self-realization . This theory states that consumers use the media to satisfy specific needs or desires.
Different types of media compete against each other and against other sources of gratification for viewers' attention. B. Hubungan Teori Uses and Gratifications dengan Teori Hirarki Kebutuhan Maslow Manusia selain sebagai makhluk individu juga disebut sebagai makhluk sosial, artinya manusia memiliki kebutuhan, kemampuan dan . Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. The audience takes an active role in selecting a medium, as well as interpreting it and integrating it into their lives. UGT is an audience-centered approach to understanding mass communication. 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. Uses and gratifications focuses on the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure, relating in need gratifications and other consequences, perhaps mostly unintended ones. Match. The theory states that media consumers are passive consumers of mass communications; rather, they play an active role in media consumption. In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys. 5 years ago Learning Theories & Models, Media & Technology Theories 1. Ideas and Implications: This interview-based study applied the Uses and Gratifications Theory (UGT) framework and found that reviewers have a strong affinity for fairness and a desire for an accurate public record. In this article, I assert that the Another type of programming that uses and gratifications research can be applied to is learning. The question for Uses and Gratifications researc her s is whether the motivations people brought to their use of "old" media will appl y 10 "new" 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. Uses and gratifications theory in the 21st century. Uses and Gratifications Theory 5 sumber berita yang digemarinya melalui berbagai media yang dianggap dapat memenuhi keperluannya. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. Information and Education - the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries. 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 gratification is the optimist's view of the media. Uses and Gratifications Theory theory that looks at the ways media consumers choose media to meet their needs; the theory holds that people actively seek out specific media and specific content to generate specific gratifications (results) People are viewed as being ____ in Uses and Gratifications theory active ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. 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. 23. However, the uses and gratification theory has been criticized by some scholars for being non-theoretical and vague in defining key concepts and for not providing predictive capacity . It says that users take an active part in the communication process and are goal oriented in their use of the media. The Uses and Gratifications theory was re-visited by Blumler and Katz in 1974 when they published their own theory based upon what Laswell had published but expanded on this stating that audiences may choose to consume media texts based upon the following four reasons; Diversion, personal relationships, personal identity and surveillance. Uses and gratifications theory (UGTtheory) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. This does not refute the fact that the media attempts to influence its audience, one only . Uses and gratifications theory emphasizes motives and the self-perceived needs of audience members. The uses and gratification theory started coming to existence in the early 19's and is present in the very modern world today. This theory assumes that there is nothing as an absolute truth. The main theoretical. It assumes that audience members are not passive consumers of media. Specific Theories Uses and Gratifications Theory. Such selection and use of communication channels are influenced by communicators' motives and their social . Generally, users of social media are motivated by similar intrinsic and extrinsic factors ( Amarasinghe, 2010). Filed Under: Reviews. Uses and . It differs from other theories that study the effect of media in that it is pretty much saying that instead of people and individuals being passive consumers of media, it is assumed that they themselves . Theorists are interested in finding out whether new media so alters the message and the experience that Uses and Gratifications Theory no longer applies or has to be radically modified. DOI: 10.1207/S15327825MCS0301_02. Gravity. Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. 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. 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. This bibliography was generated on Cite This For Me on Friday, April 22, 2016. Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs. B. Hubungan Teori Uses and Gratifications dengan Teori Hirarki Kebutuhan Maslow Manusia selain sebagai makhluk individu juga disebut sebagai makhluk sosial, artinya manusia memiliki kebutuhan, kemampuan dan . The Uses and Gratifications theory has been denounced by media hegemony advocates . The Hypodermic Needle Theory is very outdated and I . Uses and gratifications is a media user-centered theory of media use and effects. The basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification (Lariscy, Tinkham, & Sweetser, 2011). Practitioners of the uses and gratifications theory study the ways the public consumes media. Uses and Gratification Theory.
The theory of 'uses and gratifications' does not resolve the problems raised by the attempt to place different types of audiences on a continuum of social cohesion; indeed, it was not explicitly evolved to tackle these problems. This theory had challenged the concept of the entire passive receiver as it concentrated on the active users. 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). The uses and gratifications theory seeks to understand why people look for certain media outlets and what they use those media outlets for. The research looks at the researches of famous theorist such as Elihu Katz, Jay Blumler, Michael Gurevitch, Herta Herzog and Paul Lazarsfeld who have worked and developed the Uses and Gratification Theory. The Uses and Gratifications Theoryis a Mass Communication theory that focuses on the needs, motives and gratifications of media users. The theory of 'uses and gratifications' does not resolve the problems raised by the attempt to place different types of audiences on a continuum of social cohesion; indeed, it was not explicitly evolved to tackle these problems. The uses and gratifications theory is a user-centered approach that focuses on how people use media for their own personal uses and gratifications. This theory states that an individual will choose the media or form of media that will satisfy their desires most completely. Despite criticisms, the theory continued to be used by researchers all over the world to explore the motivations why audience choose a particular media for . The second claims that the audience is active and they get something out of texts. Uses and Gratifications Theory. 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. Elihu Katz is often credited with being one of the original creators of this theory. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. The basic assumption of the uses and gratifications theory is that the audience is actively involved in using the media. campbell, M. the uses and gratification theory 2013 - mediawbs. The uses and gratifications theory is one of many used to create effective communications programs when it is implemented properly. - suggests people are active in choosing and . Stage 1: The basic premise dating back to the 1940s. The audience (acting actively, not passively) select and use the media to fulfill their own needs and desires.
The primary objective of UGT is to clarify the causes why people . 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 . The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. As stipulated by the Uses and Gratifications Theory (UGT), humans choose specific social media to gratify their needs and ascertain their doing by justifying the validity that different individuals.
Uses and gratifications theory ( UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Due to the individualistic nature of Uses and Gratification theory, it is difficult to take the information that is collected in studies. Uses and Gratifications Theory. Uses and gratifications model. Gratifications obtained is the reasoning for continued use or enjoyment from that same media . It explains how people use the media for their own need and get satisfied when their needs are fulfilled. Based on the assumption that audiences are not passive or powerless but instead exercise choice, researchers developed the uses and gratifications model. Alternatively, students of uses and gratifications could try to work backwards, as it were, from gratifications to needs. 3. 2. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists.
5 pages, 2320 words. From this perspective, people don't use media passively. The basic assumption of the uses and gratifications theory is that the audience is actively involved in using the media. - provides framework for understanding when and how individual media consumers become more or less active and the consequences of that increased or decreased involvement. Blumer and Katz suggest that media users seek particular sources that best . These are the sources and citations used to research uses and gratification theory. Uses and Gratifications Theory posits a few basic assumptions: 1. The Uses and Gratifications theory has been denounced by media hegemony advocates . Uses and Gratifications Theory (U> Katz et al. The Uses and Gratification theory considered one of the great theories in media research is a media theory propounded by Blumer and Katz (1974). One of the most popular theories, Uses and Gratifications Theory, is based on users actively attempting to satisfy their media needs. 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. Uses And Gratification Theory. Uses and Gratifications Theory states that the interaction between the media and viewers is complex because viewers interact and interpret media differently from others based on their emotions, agenda, and life experiences.