It's actually been kicking around the media psychology circles for decades, starting back in the 1940s when social scientists were interested in why men in fedoras chose to listen to radios dramas or read the newspaper over other activities2 though the methodology and theory building improved, the core concept of needs and gratification. Uses and gratification theory essay examples 2 total results an overview of the uses and gratification theory 598 words 1 page an essay on uses and gratification. It is the theory which explains of how people use media for their need and gratification in other words we can say this theory states what people do with media rather than what media does to people also this theory is contradictory to the magic bullet theory which states the audience is passive.
By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media this paper seeks to provide a better and more comprehensive understanding of why consumers use social media. Open document below is an essay on uses and gratifications and the success of youtube from anti essays, your source for research papers, essays, and term paper examples. The uses and gratifications perspective was a fairly dramatic shift in the direction of mass communication research instead of focusing on media content, it directed attention toward the audience instead of considering the audience as passively exposed to strong media messages, it considered an. Uses and gratifications theory, which has its roots in the communications literature, can be an integral part of developing better scales and measurement instruments for social media marketers.
The gratifications theory in order to study the relationship between voters and the media in addition, in the 21 st century, the uses and gratification theory had been. Uses and gratification theory essays on the great september 30, 2018 0 view james madison essay writing college application essay about art essay on why i want to. 1 com-126 10/12/14 noshin rafieei uses and gratification theory in the article, why do people watch religious tv: a uses and gratifications approach, a study is done to find out the television motives of the viewers and their viewing patterns.
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. Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory in this article, i argue just the opposite, and any attempt to speculate on the future direction of mass communication theory must seriously include the uses and gratifications approach. Uses and gratification theory in the late 1930s and the early 1940s, quiz shows were popular with radio, and herza herzog asked the simple question of why this kind of show appealed to a wide variety of people. Applying the uses and gratifications theory 3 applying the u&g theory to snss is of vital importance in today's mass communication research because this form of mass media is relatively new in relation to radio, television, and film.
Introduction- uses and gratification theory the uses and gratifications theory is a famous approach to understanding mass communication it is an audience-centered approach to media study focusing on the uses to which people put media and the gratifications they seek from that use. In applying the concept on media situations, the uses and gratification theory is one of the major audience theories that endeavor to explain the role of mass media from the point of approach of the viewer (comstock 2. Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for 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 consumers of media.
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. The u & g theory in the use of social media among students 85 2 to examine the social networks preference among the students 3 to demonstrate the relevance of the u & g theory in the students. From the perspective of the communicator, whereas the uses a d gratification researcher uses the audience members as a point of departure windhal argues for a synthesis of the two approaches.