advantages of uses and gratification theory

According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. . The uses and gratifications theory seeks to understand why people look for certain media outlets and what they use those media outlets for. Opposite to other theories which shows that all the power lies in media this theory . Introduction. The primary objective of UGT is to clarify the causes why people . Also, this theory is in contradiction to . It describes the relationships formed between the media and its active audience. If you stay at the same dose, you don't get the same effect you got before. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. Functional approaches consider questions about how people use media and their content. Uses And Gratification Theory 839 Words | 4 Pages ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. 3. Explanation of Theory: Blumler and Katz's uses and gratification theory suggests that media users play an active role in choosing and using the media. The theory relies on two principles: media users are active in their selection of the media they consume, and they are aware of their reasons for selecting different media options. Its social and political implications. The researcher Ien Ang also criticized uses and gratifications approach in such three aspects: It is highly individualistic, taking into account only the individual psychological gratification derived from individual media use. Uses and gratification theory. This paper is a part of the thesis: A Study on Chinese IPTV audience. This theory is more related to Maslow's Hierarchy of Needs. MASS COMMUNICATION & SOCIETY, 2000, 3 (1), 3-37 Uses and Gratifications Theory in the 21st Century Thomas E. Ruggiero Communications Department University of Texas at El Paso Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. One of the biggest benefits of this leadership theory is the belief that anyone can become a leader. McQuail (1984) suggests that there are three main concerns with the uses and gratification theory: 1. The final assumption of the uses and gratification theory is that value judgments regarding the cultural importance of media content are deferred while audience . Uses and gratification is more a perspective than a theory. The social context of the media use tends to be ignored. Training Your Self-Awareness: 3 Courses. This theory provides us an implicit in psychological communicating position on how the persons use mass media to carry through their demands and desire. Uses and gratification is more a perspective than a theory. Filed Under: Reviews. Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization of audience . In this study, on the basis of uses and gratifications theory, starting from IPTV audience demand, the author endeavors to explore how variables affect audience satisfaction and put forward feasible suggestions so as to improve IPTV audience satisfaction. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. The initiative in linking need gratification to a specific medium choice rests with the audience member. Smart phones have been celebrated for their benefits, such as to strengthen and maintain familial and social relationships (even on a romantic level) as well as to enhance education quality and improve information sharing. He stated, "The issue to be considered here is whether what has been thought about Uses and Gratifications Theory has been an article of faith and if it could now be converted into an empirical question . 7 Pages. Katz et Al. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. The theory suggests that counselling should be viewed on the basic foundation of human existence i.e. Its theoretical underpinnings and associated method. The advantages /benefits of uses and gratification theory are: The uses and gratification theory shows the relation of mass communication and gives a better understanding of human needs satisfaction. This module outlines the three major theories about the dynamics of media and audience inter-relationship: uses and gratifications theory, cultivation theory and knowledge . The theorist say that a media user seeks out a media source that best fulfills the needs of the user. In other words, it can be said that the theory argues what people do with media rather than what media does to people. Abstract and Figures. assumptions of uses and gratification theory-the audience is active and its media use is goal oriented-audience decide what media to be used to satisfy their needs This theory asserts that people use the media to satisfy their psychological and social needs. .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. Its model of individuals and its way of handling cultural phenomena. All throughout the history of nursing it became a foundation that governs nurses in performing their duties. In other word, the people used media for their ain benefits. Summary: 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. Request PDF | Mobile services use and citizen satisfaction in government: integrating social benefits and uses and gratifications theory | Purpose Citizen satisfaction with the government is a . . This theory says the audience also have effects on the media. The current study uses experimental research method to test the concept of immediacy gratifications in online news consumption. An approach of this theory predominantly relies on the examination of gratifications, which play a vital role not only in attracting, but also holding the audience's attention. This is helpful for people who aspire to leadership positions within an . It considers the mass communication process from the viewpoint of the audience. In fact, uses and gratifications theory have always provided a cutting-edge theoretical approach in the initial stages of each new mass communications medium: newspapers, radio and television, and now the Internet. Uses And Gratification Theory 839 Words | 4 Pages ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization of audience . This theory assumes that there is nothing as an absolute truth. Summary: 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. The uses and gratification is a theory that discusses how the mass audience of the mass media use media contents and what they use them for.It shows that the media does not use its audience, as always perceived.This theory in effect, says that, people have various needs and they decide how to satisfy these needs , using the media.With this theory, the mass audience use the media to define . Ellison N.B., Steinfield C., Lampe C. The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. . It deals with how and why people adopt specific media to satisfy their needs. ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. Advantages of uses and gratification theory. theory at a glance . For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters . Revival of the Uses-and-Gratifications Approach . Casey found that this did happen. This overlooks the fact that some media use may have nothing . The uses and gratification theory assumes that the audience is not a passive recipient as some theories like the hypodemic needle theory suggests but rather, this theory sees the audience as an active participant who use the media to satisfy one need or the other. This theory asserts that people use the media to satisfy their psychological and social needs. Surveillance. The simple idea of this highly influential theory is that use of certain media can result in gratification of a person's needs ( 30 ), and only if relevant needs of a person are gratified by particular media, users will . The theory tries to outline various reasons that the audience has with respect to the use of mass media, as well as the . 2. Abstract. The greater control and choice brought about by . However, this theory has some limitations which comes with it. The target population was 246,871 undergraduate university students in public universities in Nairobi, Kenya. Interest in studying the audience's uses of the media and the gratifications the audience receives from the media had two revivals. People have enough self-awareness of their media use, interests, and motives to . Summary: 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. Users take an active part in the communication process and are goal oriented in their media use. Advantages and disadvantages of the theory The main advantage of the uses and gratification approach is that it gives an insight to motivation for consuming a particular media content, which complements the findings about the interaction between the media and its users. The Uses and Gratification theory discusses the effects of the media on people. Uses of Theory. According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. ( 1974 ) explained that five premises of the utilizations and satisfactions theory. It tells you what audience can do with the media. J. Computer-Mediated . 1974 - Jay Blumler & Elihu Katz. Uses and gratification is descibed as socio-pyscological needs derived from the mass media by the audience. Casey found that this did happen. It suggests that if employees work hard, they can develop the skills to be effective leaders. 4. 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 differs from other theories that study the effect of media in that it is pretty much saying that instead of people and individuals being passive consumers of media, it is assumed that they themselves . The theory discusses how users proactively search for media that will not only meet a given need but . The study design used was quantitative design.

advantages of uses and gratification theory