What is the uses and gratifications theory Blumler and Katz?
Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use.
Who is Katz and Blumler?
Katz and Jay G. Blumler played a major role in the research of media uses and gratifications as editors of The Uses of Mass Communication: Current Perspectives on Gratifications Research (1974).
What uses and gratification theory?
What is the Uses and Gratifications Theory? The Uses and Gratifications Theory is a Mass Communication theory that focuses on the needs, motives and gratifications of media users. The theory states that media consumers are passive consumers of mass communications; rather, they play an active role in media consumption.
What is the purpose of uses and gratification theory?
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.
What is the concept of uses and gratification theory?
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.
What are the five assumptions of uses and gratification theory?
Five Assumptions Media use is motivated and goal-oriented. People always have a reason for consuming media, even if it’s simply habit or entertainment. People select media based on their expectation that it will satisfy specific wants and needs. Media use is driven by individual social and psychological factors.
What is the main idea of uses and gratification theory?
What is the importance of uses and gratification theory?
Taken together, uses and gratifications theory stresses the power of the individual over the power of the media. Individual differences mediate the relationship between media and their effects. This results in media effects being driven as much by the media user as by the media content itself.
What are the basic ideas on which uses and gratification theory was founded?
The uses and gratifications theory is based on the idea that media audiences are active rather than passive, meaning they do not only receive information, but also unconsciously attempt to make sense of the message in their own context (Peirce, 2007).
What is the uses and gratifications theory?
Abstract. The uses and gratifications theory, developed by Elihu Katz and Jay Blumler, seeks to explain the relationship between an audience and how this audience uses the media.
What is the uses and gratifications approach to media?
The uses and gratifications approach accentuates the relationship between the sender and the message and how motives and gratifications drive people’s actions in relation to the media. The uses and gratifications theory strives to understand what people do with media outlets and the reasons behind their decisions and actions.
What is usus and gratifications theory?
Uses and Gratifications Theory: of co mmunication and m edia research (Roy, 2008). T he theory dates back to the mid of l ast century when the attention of researchers was drawn toward what do peopl e do wi th media.
What is Katz Blumler and Gurevitch?
510 KATZ, BLUMLER, AND GUREVITCH fering starting points, but each attempts to press toward a greater systematization of what is involved in conducting research in this field. Taken together, they make operational many of the logical steps that were only implicit in the earlier work. They are con-