Gratification Theory

Uses and Gratification theory attempts to explain the uses and functions of media for individuals, groups and society. This theory discusses how activity is measured as well as the use of approach to understand media effects. There are five basic assumptions of Uses and Gratification theory were articulated by Katz, Blumler and Gurevitch. First, the audience is conceived active and its media use is goal oriented. We have some confusion about the meant of active, but various audience can bring various levels of activity to their use of media. Audience responds their needs in obtaining the media source (Baran & Davis, 2006). For example, drivers may prefer to listen to call-in radio talk shows rather than spend their long …show more content…
First is cognitive needs, people use media for acquiring information and knowledge. It’s also used to understanding of information, concepts and issues in society (Lind, n.d). One of the example is people watch the video which name “How to cook Italian sausage spaghetti” from YouTube to learn the steps of cook spaghetti. Second category is affective needs, people use media for seeking pleasure or gratify emotional needs such as entertainment. The example is Alex watching the comedy movie to entertain himself. Third category will be the personal integrative needs, people wish to enhance their credibility and reassure their status with self-esteem. For example, Carmen get to improve her status by reading fashion magazine and dress herself up with the trend. Fourth is social integrative needs, people enhance the connections with family and friends through social media to satisfy this needs. Example, using emails or chat rooms to keep in touch with friends. The fifth category is tension release needs, media is used for escape and divert from problems as it provides some relaxation and relief. For example, watching movies or reading novels to diversion from the assignments (West & Turner,