Uses and gratifications theory (UGT) is an approach to understanding why and how people . In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. With the benefit of hindsight: Reflections on uses and gratifications research. Denis McQuail. To cite this article: Denis McQuail () With the benefit of. Professor Denis McQuail. Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the.
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An Exploration of Uses and Gratifications”. The application has been used to attain emotional support from others, look for advice on gratificatiobs decisions, and seek help to solve problems, satisfying the need to socialize, vent negative feelings, and connect with others. Email required Address never made public.
Lastly, audiences’ GS are not always the reality of their GO. Origins, methods, and uses in the mass media.
Uses and Gratifications Approach
Social utility of information in conversation; substitution of media for companionship  Personal Identity or Individual Xnd The Effect of Gratifications and Prior Experience”.
Please cite this article as: How to measure an active audience? This helped increase both use and gratification of the media by satisfying the need for connection.
Conceptualizations, theoretical analyses, and empirical explorations. Forums were found to be the main media for venting negative feelings, potentially due to the fact that comparatively, forums are more of a one-way street. USG history can be described as falling within a series of stages:.
Uses and gratifications theory – Wikipedia
Beyond the optimal level of arousal. Archived from the original on Kaid and Christina Holtz-Bacha.
Duell, Sloan, and Pearce. A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others”.
Uses and gratifications theory | Mass Communication Theory
Wang, Zheng; John M. Email Please log in from an authenticated institution or log into your member profile to access the email feature. Uses and Grats 2. The collaborative research began to indicate how people saw the mass media.
Factor analysis and hierarchical regression were employed for data analysis. Ruggerio noted three assumptions that are necessary to the idea of active audience: An interest in more psychological interpretations emerged during this time period.
Since many now use their mobile phones as devices to connect to the internet and both contribute and retrieve content, researchers have investigated the UG grarifications smart gratificationx which engage multiple media. Bartsch, Anne; Reinhold Viehoff UGT researchers today are exploring predictive and explanatory possibilities of the theory by connecting media usage with individual factors.
Originators and Key Contributors: Ina test was conducted with college students to investigate their viewing of animated news.
Information about factors which might affect one or will help one do or accomplish something  Katz, Gurevitch graifications Haas saw mass media as a means by which individuals connect or usew themselves with others. Mary Ann Liebert, Inc. Due to their nature of mobility, constant access, and options to both add and access content, this field is expanding with new research on the motivations behind using mobile phones. Tchernev; Tyler Solloway 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.