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Uses & Gratifications Theory

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43 views9 pages

Uses & Gratifications Theory

Uploaded by

rod france
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Uses &

gratification
theory
Prepared by: Rovy Jean A. Palomar BSED II- Filipino
We’ve all been there

Messaging Surfing the web & Watching Phones


(scrolling)
Uses & Gratification
theory (ugt)
• is a user centered approach that focuses on
how people use media for their own uses and
gratifications.
• is a communication theory that focuses on
how people fulfill their needs with media
• The theory states that media consumers are
NOT passive consumers of mass
communications; rather, they play an active
role in media consumption.
Blumer, Katz & gurevitch
• Challenged the media effects model

• Published in 1974

• According to Katz, Blumer and Gurevitch, 3 uses and

gratifications theory is founded on three basic tenets:

1) viewers are goal directed in their behavior,

2) they are active media users, and

3) they are aware of their needs and select media to

gratify those needs.


5 core theory elements
Media use is perceived to be goal-directed. We know

1 exactly where to find the information we need. The


audience is fully aware of the type of media it is looking 4 Modern media competes
with more traditional media
for.

The audience is responsible for linking the type of media to fit

2 their mass communication needs. The media itself doesn’t


look for an audience; instead, the audience chooses the media
types that fulfill its needs

Audience has a sense of self-awareness of its

5
Media competes with other sources for
motives and needs that allows it to share its

3 needs satisfaction. There are multiple ways


to satisfy an audience’s needs
media experiences as active media users
5 AUDIENCE NEEDS

1. COGNITIVE NEEDS - are all about knowledge attainment

2. AFFECTIVE NEEDS – are all about emotions

3. SOCIAL INTEGRATIVE NEEDS - are about the need to socialize with others (e.g., family,
friends, and co-workers)

4. PERSONAL INTEGRATIVE NEEDS - are based on self-esteem. Media allows us to


compare our status and gain credibility by comparing ourselves to people or situations in
the media

5. TENSION FREE NEEDS - are about people using media to relieve tension in different way
4 media purposes

1. Diversion or Entertainment: To get away from everyday problems and routine


(escapism).

2. Personal Relationships: As a substitute for real emotional and interpersonal


interaction.

3. Personal Identity: Association with characters in texts and TV programs and


they also learn behaviors and values from media.

4. Surveillance: To satisfy their need for information.


According to the research, goals
for media use can be grouped
into five uses. The audience
wants to:
1. Be informed or educate

2. Identify with characteristics of the


situation in the media environment
3. Simple entertainment

4. Enhanced social interaction

5. Escape from the stresses of daily life


THANK YOU !

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