The sources of the media chosen are distinctive. Entertainment media[ edit ] Research has shown that media taken in for entertainment purposes i. In addition, it provides a distinction as to how the audience is more or less active and the consequences of their involvement in the media as a whole.
Examples of Uses and Gratification Theory In situations like watching movies and listening to the music of your own choice, this theory is applicable. You love to laugh and cry in tense situations.
In Understanding the Misunderstanding, Meng Zhao studies the gratifications that Chinese audiences receive when watching American films. Theory criticism[ edit ] 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.
This scenario illustrates the idea behind Uses and Gratifications Theory. 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.
There are several circumstances within the field of advertising that suggest that people are influenced by the media. It includes all kinds of emotions, pleasure and other moods of the people.
Factor analysis and hierarchical regression were employed for data analysis. Video Social Integrative Needs: It encompasses the need to socialize with family, friends and relations in the society. Criticism Though Uses and Gratifications Theory represents a vast improvement over earlier models that assumed audiences were passive and gullible, critics have still managed to find some shortcomings within it.
This use and gratification can be understood when considering excitement as its own reward. It can be concluded that the experience of emotions can be functional in a number of other ways than just regulating emotions in terms of affective valence and arousal. For instance, once already provoked by an aggressor and promised a chance to retaliate, males were found to prefer bad news over good news in that emotionally charged moment.
Finally, when one looks at the simplicity of the theories, they seem to pass. Jobs Uses and Gratifications Theory A family sits down together to watch television, and an argument quickly ensues.
The same form of media or content can fulfill different needs among consumers. Online media, Internet, is also being used to get information to get this need fulfilled. USG History Uses and gratification theory builds off of a history of communication theories and research.
The testability aspect seems somewhat unreliable. First, media selection is initiated by the individual.
Contemporary and future models must include concepts such as interactivity, demassification, hypertextuality, and asynchroneity.
People use media to arouse certain emotions within themselves, such as happiness, fear or pleasure. Not all needs can be satisfied by just any medium.
However, media dependency theory focuses on audiences' goals for media consumption as the source of their dependency; while uses and gratification theory focuses on audience's needs as drivers for media consumption.
Stage three It is the stage where researchers are studying the uses and gratification theory in the modern times. According to the theory, media users actively select the types of media and media content they consume to gratify various psychological needs.
However, Uses and Gratifications Theory suggests that whatever effect media has on an audience is largely determined by the audience itself. People relate to the character and feel the emotions the characters show.
In addition, perceived physical risks but not perceived privacy risks lead to weaker forms of usage. Because of this, mass communication must compete strongly with non-media related sources and help create a need for itself as well as a proper balance between the two.
Uses and gratification theory builds off of a history of communication theories and research. If they cry, the audience cry and if they laugh, audience laugh along with them. This theory is taken as the contradictory theory to magic bullet theory as this theory takes public to be active whereas magic bullet takes audience as passive respondents.
Animated news and entertainment media are just two other examples of media technologies that UGT researchers continue to explore. Emotional involvement can be helpful for the pursuit of a broader variety of goals in the reception process.The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media.
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 is a theory of Mass Communication that places the needs, motives and gratifications of media users in the center of interest and sees media users playing an active role in the media consumption process.
The uses and gratifications theory focuses on an active audience and what people do with media, rather than the effect media has on people.
The theory originated in the s as a reaction to traditional mass communication research emphasizing the sender and the message. The most recent interest surrounding Uses and Gratifications Theory is the link between the reason why media is used and the achieved gratification.
UGT researchers are developing the theory to be more predictive and explanatory by connecting the needs, goals, benefits, and consequences of media consumption and use along with individual factors. However, Uses and Gratifications Theory suggests that whatever effect media has on an audience is largely determined by the audience itself.
Though some forms of media present messages carefully crafted to evoke certain kinds of responses, recipients are capable of. The uses and gratification theory does not consider the power of media More audience-centered Positive point of the uses and gratification theory is it focuses attention on individuals in the mass communication process.Download