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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Due to their nature of mobility, constant access, and options to both add and access content, this field is expanding with new research on the motivations behind using mobile phones. 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.

Ruggerio noted three assumptions that are necessary to the idea of active audience: Communication Research, 4 3 The specific function of text messaging has been studied [15] to find its uses and gratifications and explore any potential gender differences.

By using this site, you agree to the Terms of Use and Privacy Policy. Achievement, enjoyment and social interaction are all motivations for starting to play an online game, and their success at the game as well as the extent to which their uses were gratified predicted their continuance in playing.

For more information, please see: Uses and gratifications has, almost since its inception, gratificatiins viewed by some as the Pluto of communication theory, which is to say critics argue that it does not meet gratificationa standards necessary to be theory. Investigating the assumptions of uses and gratifications research. Chen, Gina Masullo March Archived from the original on Kaid and Christina Holtz-Bacha, Encyclopedia of Political Communication. Journal of Personality and Social Psychology.


UGT is an audience-centered approach to understanding mass communication.

Uses and gratifications theory

Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Journal of Broadcasting and Electronic Media.

Essays in honor of Dolf Zillmann.

The results of hierarchical regression analysis suggest predictive relationships among personality characteristics sensation seeking and locus of controlthe seven motives, the effects of perceived news credibility and newsworthiness, and the intention to share such animated news videos with others.

Jay Blumler presented a number of interesting points, as to why Uses and Gratifications cannot measure an gratificayions audience. Katz, Elihu, Jay G. New Gratifications for New Media.

Uses and gratifications theory – Wikipedia

For her study, Herzog interviewed soap opera fans and was able to identify three types of gratifications. In general, people use mobile phones for the following uses and gratifications [14].

And third, the active audience exhibits goal-directed behavior. Uses and gratification theory builds off of a history of communication theories and research. Blumler then offered suggestions about the kinds of activity the audiences were gratificatioons with in the different types of media.

Gratitications in Human Behavior. Credibility, stability, status [72] Media Examples: An interest in more psychological interpretations emerged during this time period. A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others”.

An Exploration of Uses and Gratifications”. The Internet provides a new and deep field for exploring UGT. Email Please log in from an authenticated institution or log into your member profile to access the email feature. In general terms, the uses and gratifications approach refers to a media research orientation, in which priority is given to the perspective of the receiving audience, with [Page anr particular reference to self-perceived motives or reasons for using attending to mass media and the satisfactions or gratifications they believe that media both the process of use and the particular content provide.

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Critics argue that it instead is dens of an approach to analysis anf a data-collecting strategy. UGT differs from other media effect theories in that it assumes that individuals have power over their media usage, rather than positioning individuals as passive ahd of media.

UGT has been plagued almost from its inception by criticisms that it does not meet the standards necessary to be a theory. Levy, Mark; Sven Windahl Similar to other forms of social media, people use Snapchat to fulfill specific media needs.

Internet e-mail, instant messaging, chat rooms, social media Tension Release Needs: This formula took into account the amount of gratification an individual expected to get out of a certain form of media and the amount of effort the individual would have to exert to get it.

A more sinister aspect of UGT and a reason to use social media establishes a platform for cyberbullying. Views Read Edit View history.

Kee, and Sebastian Valenzuela. Exploring entertainment gratifications beyond hedonism”.

Why do People Watch Television?

They developed 35 needs taken from the largely speculative mcquai on the social and psychological functions of the mass media and put them into five categories:. You are commenting using your Facebook account. Origins, Methods and Uses in the Mass Media.