uses and gratifications theory

• Uses and Gratifications Theory

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Uses and gratifications theory

1 '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?


Uses and gratifications theory

1 The driving question of UGT is: Why do people use media and what do they use

them for? UGT discusses how users deliberately choose media that will

satisfy given needs and allow one to enhance knowledge, relaxation, social

interactions/companionship, diversion, or escape.What Can Uses and Gratifications

Theory Tell Us About Social Media? Education|Ithink


Uses and gratifications theory - History

1 Beginning in the 1940s, researchers began seeing patterns under the

perspective of the uses and gratifications theory in radio listeners.(Lazarsfeld,

1940). Early research was concerned with topics such as children's use of

comics and the absence of newspapers during a newspaper strike. An interest in

more psychological interpretations emerged during this time period.


Uses and gratifications theory - Stages of the theory

1 Uses and gratifications theory was developed from a number of prior

communication theories and research conducted by fellow

theorists.


Uses and gratifications theory - Stage 1

1 *In 1970 Abraham Maslow suggested that uses and gratifications theory was an extension of the Needs and

Motivation Theory



1 *In 1954 Wilbur Schramm developed the fraction of selection, a formula for determining which form of mass media an individual would

select. The formula helped to decide the amount of gratification an individual would

expect to gain from the medium over how much effort they had to make to achieve

gratification.West, Richard L., and Lynn H. Turner. Uses and Gratifications Theory.

Introducing Communication Theory: Analysis and Application. Boston: McGraw-Hill, 2010.

392-409. Print.



1 The audience motivations they were able to identify helped lay the

groundwork for their research in 1972 and eventually uses and

gratifications theory.



1 *The most recent interest surrounding Uses and Gratifications

Theory is the link between the reason why media is used and the achieved

gratification.


Uses and gratifications theory - Theory criticism

1 The biggest issue for the Uses and Gratifications Theory is its being non-theoretical, vague in key concepts,

and nothing more than a data-collecting strategy.Littlejohn, 2002; Severin and Tankard, 1997; McQuail

1994


Uses and gratifications theory - Theory criticism

1 Uses and gratifications theory does not properly account for these

natural occurrences but does hold a valid argument that each individual has unique uses to which the media attempts to meet their gratifications.


Uses and gratifications theory - The active audience

1 He stated, The issue to be considered here is whether what has been

thought about Uses and Gratifications Theory has been an

article of faith and if it could now be converted into an empirical question such as: How to measure an active

audience? (Blumler, 1979)


Uses and gratifications theory - The active audience

1 *'Utility' : Using the media to accomplish specific tasksWest,

Richard L., and Lynn H. Turner. Uses and Gratifications Theory. Introducing Communication Theory: Analysis and

Application. Boston: McGraw-Hill, 2010. 392-401. Print.


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