Uses and gratification theory is one of many communications theories that help to explain human’s relationship with mass media. The main idea is that people turn to media to assist them in fulfilling certain needs that used to be filled by just talk to other people.
The uses and gratifications theory (UGT) is a way of understanding why audiences use media and what they use it for. It can be applied to many areas of society from entertainment to news content. However, it’s relevance in social media cannot be understated; millions of people use Facebook, Twitter, Instagram, and countless other social networking sites every single day. People post to socialize, vent personal feelings, gather information, and reaffirm their identity and social …show more content…
the audience is active and its media use is goal oriented; 2. the initiative in linking need grati cation to a speci c medium choice rests with the audience member; 3. the media compete with other resources for need satisfaction; 4. people have enough self-awareness of their media use, interests, and motives to be able to provide researchers with an accurate picture of that use; 5. value judgments of media content can only be assessed by the audience” (Kunczik, Zipfel, 2006: 190). When it comes to types of grati cations which recipient can obtain when consuming a media content, Katz, Blumler and Gurevitch conclude they are as numerous as a number of recipients themselves – the same content can gratify different needs of different individuals (Katz, Blumler, Gurevitch, 1974: …show more content…
Personal identity – self-con dence, personal stability, integrity, social sta- tus, the need for self-respect;
4. Integration and social interaction – family relations and friendship, connec- tion with the outside world, the need for af liation;
5. Escapism – the need to escape, tension release, shifting attention from unpleasant to pleasant.
Another classi cation suggested by Rubin (1981: 147) discerns eight different mo- tives for consuming television content, which, according to Rubin, include almost every possible motive for using any media:
1. To pass time (e.g. watching television in a waiting room);
2. Companionship (e.g. meeting with friends to watch football);
3. Escape (e.g. watching television to escape from the pressure created by a deadline for submitting an essay);
4. Enjoyment (some people feel pleasure merely by watching television);
5. Social interaction (creating a feeling that we are connected with others by watching television, for example we can discuss the television content);
6. Relaxation (e.g. after work or before going to bed);
7. Information (the need to be informed about social events);
8. Excitement (e.g. watching a crime movie in which the con ict and violence create a sense of
The uses and gratifications theory (UGT) is a way of understanding why audiences use media and what they use it for. It can be applied to many areas of society from entertainment to news content. However, it’s relevance in social media cannot be understated; millions of people use Facebook, Twitter, Instagram, and countless other social networking sites every single day. People post to socialize, vent personal feelings, gather information, and reaffirm their identity and social …show more content…
the audience is active and its media use is goal oriented; 2. the initiative in linking need grati cation to a speci c medium choice rests with the audience member; 3. the media compete with other resources for need satisfaction; 4. people have enough self-awareness of their media use, interests, and motives to be able to provide researchers with an accurate picture of that use; 5. value judgments of media content can only be assessed by the audience” (Kunczik, Zipfel, 2006: 190). When it comes to types of grati cations which recipient can obtain when consuming a media content, Katz, Blumler and Gurevitch conclude they are as numerous as a number of recipients themselves – the same content can gratify different needs of different individuals (Katz, Blumler, Gurevitch, 1974: …show more content…
Personal identity – self-con dence, personal stability, integrity, social sta- tus, the need for self-respect;
4. Integration and social interaction – family relations and friendship, connec- tion with the outside world, the need for af liation;
5. Escapism – the need to escape, tension release, shifting attention from unpleasant to pleasant.
Another classi cation suggested by Rubin (1981: 147) discerns eight different mo- tives for consuming television content, which, according to Rubin, include almost every possible motive for using any media:
1. To pass time (e.g. watching television in a waiting room);
2. Companionship (e.g. meeting with friends to watch football);
3. Escape (e.g. watching television to escape from the pressure created by a deadline for submitting an essay);
4. Enjoyment (some people feel pleasure merely by watching television);
5. Social interaction (creating a feeling that we are connected with others by watching television, for example we can discuss the television content);
6. Relaxation (e.g. after work or before going to bed);
7. Information (the need to be informed about social events);
8. Excitement (e.g. watching a crime movie in which the con ict and violence create a sense of