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Mar 6, 2024 · Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections. In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys. While other ...
Apr 28, 2023 · The Uses and Gratifications Theory is a communication theory that was first introduced in the 1940s and 1950s. The theory is based on the idea that people actively choose and use media to fulfil individual needs and desires. Furthermore, it argues that people are not passive consumers of media. Instead, they seek out and select specific media ...
Sep 1, 2020 · This theory postulates that people select and use media in order to satisfy specific needs and achieve gratification [23]. It has been commonly used to explore SNS usage motivations [20, 31, 40, 52]. In order to understand how and why people select a specific collection of SNSs, we integrate U&G theory with the concept of media repertoires to ...
- Shiu-Li Huang, Chih-Yu Chang
- 2020
Jul 3, 2020 · Abstract. In a changing information environment in which people increasingly select a combination of media platforms to consume news, scholars have taken a more comprehensive approach in measuring news consumption by examining news media repertoires. This study specifically (1) examines news repertoires of young people, based on their combined ...
- Sabine Geers
- 2020
The decision-making process behind consumer media choices can often be complex. Some individuals may prioritize convenience, opting for platforms that are seamlessly integrated into their devices, while others may be influenced by social circles, choosing popular platforms used by friends and family.
Apr 26, 2022 · people actively select and consume media to satisfy their psychological and social needs, such as . entertainment and relaxation, information obtaining, social interaction, etc. (Katz et al., 1973
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Sep 1, 2020 · A media repertoire is a collection of communication channels and identifiable usage routines for specific communication purposes. This perspective can also help marketers choose the right platforms on which to reach target audiences. Although many SNS platforms exist, people do not generally use all of them.
