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Uses and gratifications theory is a communication theory that describes the reasons and means by which people seek out media to meet specific needs.
Jul 29, 2024 · Uses and gratifications theory asserts that people use media to gratify specific wants and needs. Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption.
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.
uses and gratification theory. in Mass Communication , Psychology, Behavioral And Social Science. 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.
Jun 2, 2024 · Uses and gratifications theory is a significant concept in communication studies, as it offers insight into the role of media in fulfilling the needs of individuals. It proposes that people actively consume specific media channels to satisfy their needs.
Jan 30, 2014 · Uses and gratifications marked a perspective shift in mass communication research. Instead of focusing on what the mass media do to people, it focuses on what people do with the media. Uses and gratifications has evolved since its first formal presentation in 1974.
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.
This scenario illustrates the idea behind Uses and Gratifications Theory. According to the theory, media users actively select the types of media and media content they consume to gratify various psychological needs. Its purpose is to explain how and why people use media.
Nov 17, 2009 · In this article, I assert that the emergence of computer-mediated communication has revived the significance of use and gratifications. In fact, uses and gratifications has 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.
This entry provides an introduction to the methodological and theoretical approach, uses and gratifications, with some of its research applications, as well as critiques and future directions for research on these concepts.
