what is users and gratification approach in media

Elihu Katz first introduced the Uses and Gratification Approach, when he came up with the notion that people use the media to their benefit. Anabel Quan-Haase. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Found inside – Page 344Four generally acclaimed approaches are at the centre of attention in this chapter: the 'uses-and-gratification approach' (UGA), the 'transfer model' by ... Despite rapid adoption of social media as a means of music listening, little is known about users’ motivations. Uses and Gratifications theorists explain … Found inside – Page 361On the other hand, the uses-and-gratifications approach (e.g., Katz et al., 1973–1974) considered media users' needs to be the origin of effects that result ... Although the Hypodermic model is severely dated, and has no academic support, it is still widely accepted by the public. Uses and gratifications is an appropriate theoretical approach for this investigation which has often been used to understand the uses of new media by individuals. Uses and Gratification Theory ( UGT) The UGT sits on the opposite side of the spectrum when compared to the Hypodermic Needle Theory. Uses and Gratifications Theory Applied to Religious ProgrammingFirst I have a reaction to the article “Why do people watch religious television”. From this perspective, people don’t use media passively. The theory originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message. Selfies have become an easy and instantaneous form of self-expression and communication. watching a specific programme), from familiarity with a genre within the medium (e.g. Found inside – Page 28Point * 2 , with its emphasis on audience initiative , articulated an essential difference with effects research which investigated “ What media does to users " and which was unidirectional in its consideracion of influence . By emphasizing chat ... watching soap operas), from general exposure to the medium (e.g. Major approaches to media Gratification Research and Their Limitations: Social and psychological origins of media gratifications: John W.C. Johnsone(1974:35) This approach take audience as members of organized social groups and as participants in a cultural milieu. The uses and gratifications approach involves a shift of focus from the purposes of the communicator to the purposes of the receiver. Alyson Young. (2017). Learn more in: Mobile Technologies Support Effective Learning. What mass communication scholars today refer to as the uses and gratifications (U&G) approach is generally recognized to be a subtradition of media effects re-search (McQuail, 1994). This study applies the uses and gratifications approach to users’ motivations for using music listening applications on Facebook. U&G theory creates a conceptual shift in focus from what the media does to people, to what people do with the media (Rubin, 1993). viewers use the media for a variety of reasons, sometimes to obtain information about something that interests or troubles them, sometimes for simple entertainment. The basic theme of uses and gratifications is the idea that people use the media to get specific gratifications. Uses and gratifications theory 1. Uses and gratification theory makes you aware of what you do with the media. Uses and gratifications theory is an approach to understanding why and how individuals dynamically seek out particular media to satiate specific…show more content…. Uses and gratifications approach > examines motivations and behaviors of viewers > assumes viewers ACTIVELY choose media content to gratify individual needs > individual differences cause each audience member to seek different messages/use them differently/respond to them uniquely The uses and gratifications perspective attempts to address this problem by arguing personality factors might influence media use and that media use in turn might affect outcome behaviors—some of which are unintended effects. Blumler and Katz’s uses and gratification theory considers, instead, the audience not a passive but an active player in their media choices, and that these choices depend largely on media users’ apparent needs, wishes or motives [2], and that audiences are thereby formed based on their similarities of wishes, needs and motives. The uses and gratifications approach. What is Uses & Gratifications (U&G) Theory. You will describe, for example, the television shows you watch and how it fits into the diversion aspect of uses and gratification theory. The Uses and Gratifications Theory is the complete opposite of the Media Effects’ Model – rather than looking at what media does to its audience, this theory looks at what the audience use the media for. This approach is defined as the traditional theory of mass media that’s reused with CMC. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs. The collection raises significant questions about the study of the media by challenging approaches to major media and societal issues, and analyses in more depth the range of concerns that shape both the present and the future media ... Via 100 entries or "mini-chapters," the SAGE 21st Century Reference Series volumes on Communication will highlight the most important topics, issues, questions, and debates any student obtaining a degree in the field of communication ought ... Uses and gratification theory makes you aware of how people use media for their needs and gratification. – This paper seeks to demonstrate the importance of uses and gratifications theory to social media. This theory is an audience- centered approach. Early in the history of communications research, an ap-proach was developed to study the gratifications that attract and hold audiences to This best selling text analyzes the major communication theories at a level appropriate for both lower and upper level courses. DEFINITION The 'Uses and Gratification' theory deals with the effect of people on the media. The uses and gratifications theory (UGT) is a way of understanding why audiences use media and what they use it for. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Found inside – Page 692Important new research from the uses and gratifications theory is emerging ... media and what kinds of gratifications new media are providing to its users. This volume provides an overview of communication study, offering theoretical coverage of the broad scope of communication study as well as integrating theory with research. Found inside – Page 197Uses and Gratifications approach is a theoretical framework for examining media users and investigating how people use the media to gratify their needs. Its purpose is … longing. The present study utilizes a uses and gratifications perspective (Katz, Blumler, & Gurevitch, 1974) to examine a You also need to use Google, Yahoo, Bing, and other search engines optimally. DEFINITION The 'Uses and Gratification' theory deals with the effect of people on the media. According to Blumler and Katz (1974) the gratifications that individuals experience from media use are both psychological and social in nature. Part III emphasizes the various factors that influence the critical functions of message selection and processing central to a host of mass media application contexts. In the Internet environment, users are even more actively engaged communication participants, compared to other traditional media (Ruggiero, 2000). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium’s content (e.g. The major themes of the findings are presented in Table 3. Katz et media”? Many studies have probed the gratifications that users seek and obtain from smartphones. 3. mass media is an extremely complex system that responds to the foundation of these theories in media’s everyday production. Uses and Gratifications Theory M.SOHAIB AFZAAL 2. Found insideThe uses and gratifications approach assumes that individual differences among media users propel each person to seek out and use different media technology ... Unlike many media theories that view media users as passive, uses and gratifications see users as active agents who have control over their media consumption. watching a specific programme), from familiarity with a genre within the medium (e.g. With the heavy traffic and technological capabilities, SNS offers remarkable gratifications to its users, but there is a lack of knowledge about how gratifications play a role in usage intention and whether there are other factors that influence this relationship. The uses and gratifications approach assumes that individual differences among audience members cause each person to seek out different messages, use those messages differently, and respond to them uniquely (Bryant, Thompson, and Finklea, p.122, 2013). Found inside – Page 532Medijska istraž. ivanja 20(2), 85–111 (2014) 25. Whiting, A., Williams, D.: Why people use social media: a uses and gratifications approach. Qual. Uses and Gratification Theory: This is an audience centered theory that describes how media content are influenced by people, who are attracted to media that interest or meet their specific needs. It explains what people do with media rather what the media do to people, and what they use the media for (Severin and Tankard, 1997) (McQuail 1993). This theory states that consumers use the media to satisfy specific needs or desires. While Katz laid down the call for attention to how audiences use media in the late 1950s, the approach known today as the uses-and-gratifications approach did not begin to emerge formally until the 1970s, when McQuail, Blumler, and Brown (1972) began to put people’s use of media under their microscopes. According to Blumler and Katz (1974) the gratifications that individuals experience from media use are both psychological and social in nature. Abstract. Uses and gratifications, also known as usage and gratifications or needs and gratifications, is not a single approach but a body of approaches to media analysis that developed out of many varied empirical studies, beginning in the mid 20th century.. Is a media-use paradigm that inquiries into the reasons why people use certain media, and analyzes the gratification derived from usage and access (Katz & amp; Blumer, 1974). The idea that people use the media had two revivals used or selected gratify! About users ’ motivations by applying uses and gratifications for media use are both psychological and social Science uses. For interpersonal communication as well audience ’ s content ( e.g medium is in control discuss the uses gratifications... 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