Uses and gratifications (ug) approach summary this chapter investigates how the ug approach can be applied to the study of social media, describing its potential for yielding new insights as well as its methodological challenges. A social cognitive explanation of internet uses and gratifications: toward a new theory of media attendance while most of the prior research explaining internet usage has followed the conventional uses and gratifications paradigm, some extensions and challenges to that prevailing theory of media attendance have emerged. Uses and gratifications and exposure to public television: a discrepancy approach palmgreen, philip rayburn, j d, ii using a discrepancy model, this study contrasted the gratifications sought from television in general with the gratifications that respondents perceived they obtained, or would obtain, from public television (ptv. The uses and gratifications approach differs from other theoretical perspectives in that it regards viewers as active media users as opposed to passive receivers of. The uses and gratifications approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage, exposure, and effects however, while the uses and gratifications approach has been applied regularly to.
Introduction- uses and gratification theory the uses and gratifications theory is a famous approach to understanding mass communication it is an audience-centered approach to media study focusing on the uses to which people put media and the gratifications they seek from that use. Katz approach to uses and gratifications -asking, what do media do to people, and what do people do with the media -with so many options avaiblable, why do you choose to watch/listen/read certain media over others. Uses & gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s it presents the use of media in terms of the grati. The uses and gratifications perspective was a fairly dramatic shift in the direction of mass communication research instead of focusing on media content, it directed attention toward the audience instead of considering the audience as passively exposed to strong media messages, it considered an.
The uses and gratifications approach has its roots in the 1940s when researchers became interested in why people engaged in various forms of media behaviour, such as radio listening or newspaper reading. Application of the uses and gratifications approach 29 june 2016 | health communication, vol 32, no 12 designing social commerce platforms based on consumers' intentions. Possible predictor for exposure to media violence lastly, this study combines a uses and gratifications approach with examination of risk taking in addition, although. Within the uses and gratifications approach framework, the most significant study upon the reading motivations is the reading motives scale: a uses and gratifications study of what drives people to read.
Aalto university, po box 11000, 00076 aalto wwwaaltofi abstract of master's thesis author max sjöblom title of thesis watching others play: a uses and gratifications approach to video game streaming. Keywords social media, web 20, consumer generated media, uses and gratifications theory, uses of social media, exploratory study, qualitative study, in-depth interviews paper type research paper introduction social media is a critical area of interest for marketing scholars and practitioners. The uses and gratifications theory is an approach that allows communicators to understand what motivates social media users to engage in certain platforms over the past. Virtual community success: a uses and gratifications perspective we approach a community participant both as a constructs of uses and gratifications theory.
What are peoples views on the uses and gratifications approach the article seems to be crying out for the lacks context for those unfamiliar with the subject tag. The predictive strength of the motives found in this study suggest that the uses-and-gratifications approach, even though it emerged in a simpler media time, is still useful for understanding audiences' media use and the confluence of background characteristics and audience activity that impact their use, and ultimately, the effects of that use. Results show that people use a variety of twitter functions, that the gratifications sought from twitter are not the gratifications obtained from twitter, and that people are careful about the types of information they share on the social mediathe uses and gratifications approach places power in the hands of the audience and is a helpful.
Core: uses and gratifications theory attempts to explain the uses and functions of the media for individuals, groups, and society in general there are three objectives in developing uses and gratifications theory: 1) to explain how individuals use mass communication to gratify their needs. Uses and gratifications is an approach that has been used since the early stages of mass communication research, where researchers attempted to explain why individuals. Uses and gratifications theory (ugt) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs ugt is an audience-centered approach to understanding mass communication [1. A survey study on uses and gratifications of social networking sites in china director of thesis: hugh j martin this study is a test of the uses and gratifications theory on social networking.