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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Uses and gratifications theory | Mass Communication Theory

Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [14] Stages of the theory Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Essays in honor of Dolf Zillmann. Blumlerand Michael Gratifocations. Uses and gratifications has, almost since its inception, been viewed by some as the Pluto of communication theory, which is to say critics argue that it does not meet the standards necessary to be theory.

Social cognitive theory explains behavior in terms of the reciprocal mcquqil between individuals, environments, and behaviors.

usees Television, movies, video, radio, internet References. UGT is an audience-centered approach to understanding mass communication. The study explores the uses and gratifications seniors get from watching TV news. Littlejohn, ; Severin and Tankard, ; McQuail Uses of mass media. Blumler, and Michael Gurevitch. Many other aspects of UGT are featured in using various websites that are related to gratjfications networking.

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Show Hide Page Numbers. Origins, Methods and Uses in the Usess Media. The past ten years. The researchers proposed seven uses and gratifications; they are listed below, from highest to lowest ranked according to the study’s results:. Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [7]. People engage in cyberbullying online and through social media in order to gratify themselves.

Oxford Internet Institute

Animated news and entertainment media are just two other examples of media technologies that UGT researchers continue to explore. Use of social media cures loneliness and satisfies a compulsion for addictive behaviors. Origins, methods, and uses in the mass media.

The formula helped to decide the amount of gratification an individual would expect to gain from the medium over anf much effort they had to make to achieve gratification. Uses and gratifications theory was qnd from a number of prior communication theories and research conducted by fellow theorists.

These included four primary factors for which one may use the media: A uses and effects investigation. Blumler then offered suggestions about the kinds of activity the audiences deniw engaging with in the different types of media.

This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale.

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: Gratifications of television viewing and their correlates for British children. Katz, E; Gurevitch, M. The past ten years”. Retrieved 18 October This helped increase both use and gratification of the media by satisfying the need for connection.

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For her study, Herzog interviewed soap opera fans and was able to identify three types of gratifications. In Wilbur Schramm developed a formula for determining which media an individual might select all contribute to the foundation for modern developments of this theory.

Communication research, 6 1 Uses authors parameter CS1 maint: Furthermore, the frequency of tweets and number of replies and public messages mediated the relationship between Twitter users. InLasswell introduced a four-functional interpretation of the media on a macro-sociological level.

Since many now use their mobile phones as devices to connect to the internet and both contribute and retrieve content, researchers have investigated the UG of smart devices which engage multiple media. Acquiring information, knowledge and understanding [72] Media Examples: Beyond the optimal level of arousal.

In brief, it suggests that media use is motivated by needs and goals that are defined by audience members themselves, and that active participation in the communication process may facilitate, limit, or otherwise influence the gratifications and effects associated with exposure.

This site uses cookies. Lastly, audiences’ GS are not always the reality of their GO. Interpersonal communication in a media world.

Exploring entertainment gratifications beyond hedonism”. Observations on Intimacy at a Distance”.

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