The Five Theories Of The Uses And Gratifications Theory

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In 1948, Harold D Lasswell first proposed the uses and gratifications theory. Unlike many other popular theories such as cultivation theories and media system dependency theory, the Uses and Gratifications theory proposed an active audience with the power to choose specific media to satisfy specific predetermined needs. It explains the reasons why people use particular media and media researchers are more focus on what the viewer does with media rather than what the media does to the viewer. The viewer is also involved in interpreting the media and how they integrate it into their on lives. Media purveys the entertainment as well as information requirements of the audiences. The theory expects that the audiences is proactive while making a …show more content…
The first is cognitive needs. Media is used for obtaining knowledge and information. People access the media such as newspaper, magazines, TV, Internet and etc., to acquire specific knowledge on a certain topic or event. It is also used to develop better understanding of various issues and concepts. The following need will be affective needs. It includes all kind of pleasure, emotions and other moods of the people. People use media to look for pleasure or to satisfy emotional needs, for instance, watching movies, soap operas, music videos and etc. Television is the best form of media to please affective needs. We could easily find ourselves relating to the people in TV. For example, we used to cry whenever there is a sad or emotional scene. We sympathize when there is something bad happens to them and also celebrate their victories. Follow up will be personal integrative needs that to communicate with friends and family. It is also known as self-esteem need. People use media to gain credibility, stabilize and to reassure their status. For example, people get to improve their status by watching media advertisements like furniture’s ad, jewelry ad and purchase products to change their lifestyle, media helps them to do so. The next is social integrative needs. Social networking sites such as Twitter and Facebook satisfy social integrative needs. It encompasses the need to socialize with …show more content…
They synthesized that Uses and Gratifications’ approach was focus on “ the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to different patterns of media exposure or engagement in other activities, resulting in need gratifications and other consequences, perhaps mostly unintended ones. They also stated that individuals might choose and use a text for various purposes. First is for diversion, which people using media to escape from everyday problems and routine. Next is personal relationship. They use the media for emotional and other interaction, for instance, substituting soap operas for family life. Following up is personal identity. People find themselves reflected in texts, learning behavior and values from texts. The last will be surveillance. People find information that could be useful for living such as financial news or weather reports. Blumer, Katz and Gurevitch’s uses and gratification theory suggests that media users play an active role in using and choosing the media. Users take an active part in their media use. The theorists says that a media user seek out a media sources that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their needs. Since then, the list of uses and gratifications has been extended, particularly

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