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uses and gratification theory. The Uses and Gratification theory discusses the effects of the media on people. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people.
- History of Uses and Gratifications Theory
- Assumptions of Uses and Gratifications Theory
- Explaining Media Use with Uses and Gratification Theory
- Criticisms of Uses and Gratifications Theory
The origins of UGT can be traced back to the 1940s when communication scholars initially sought to study why specific media and content appealed to different people. The theory was further expanded in the 1970s when researchers started examining not just the gratifications that consumers sought but the gratifications they actually obtained. Today U...
A cornerstone of UGT is that audiences are active in choosing the media they consume. Moreover, audiences are aware of the reasons they want to consume media and consciously use those reasons to make media selections that will fulfill their needs and desires.
Much of UGT research focuses on the gratifications that media does or should fulfill. This has resulted in a variety of typologies that classify gratifications into a concise set of categories. For example, in 1973, Katz, Gurevitch, and Haas created a well-known scheme of five social and psychological needs gratified by media use, including: 1. Cog...
While UGT continues to be widely used in media research, it has been criticized for several reasons. First, UGT's' belief that audiences are active and can articulate their reasons for consuming specific media has led to studies that rely on self-reportdata. However, self-report data isn't always reliable and may not always be accurate or insightfu...
Oct 7, 2024 · Ofcom has had media literacy duties since 2003, as set out in section 11 of the Communications Act 2003. We also have a duty to make arrangements to carry out research into media literacy matters, as set out in section 14(6)(a) of the Communications Act 2003. The Online Safety Act added clarification and specificity to our media literacy duties.
Feb 20, 2018 · Media can also have an effect via a social mechanism. Here, media influence is rooted in the fact that it can provide information in a way that enhances coordination on a norm or action through the creation of common knowledge (Chwe Reference Chwe 2001) This is because media’s method of delivery is a public one. Information that is known to ...
May 12, 2020 · Getty Images. The latest research suggests that the news can shape us in surprising ways – from our perception of risk to the content of our dreams, to our chances of having a heart attack ...
Sep 27, 2021 · Young people’s highly image-based practices are not only a result of the changing technologies, but people’s practices with and around digital media technologies, where media resources and media-based reflection constitute ordinary growing up and being in the world (Couldry & Hepp, 2017, p. 152). Engagement with media devices in people’s everyday lives is not optional; rather it is a ...
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Aug 23, 2019 · In a three-step data collection process, the first interview explored people’s media use and public connection through their everyday lives and interests, in keeping with the informant-centred approach of media repertoire studies (Hasebrink and Domeyer, 2012). Next, a media diary was conducted for a month, with a semi-open format that encouraged informants to write freely, but also asked a ...
