Uses and gratifications theory (UGT) is an approach to understanding why and how people . In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. With the benefit of hindsight: Reflections on uses and gratifications research. Denis McQuail. To cite this article: Denis McQuail () With the benefit of. Professor Denis McQuail. Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the.

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This helped increase both use and gratification of the media by satisfying the need for connection. Duell, Sloan, and Pearce.

Communication Research, 4 3 Beyond the optimal level of arousal. Basic research finds that socialization motivates use of friend-networking sites such as MySpace and Facebook.

People engage in cyberbullying online and through social media in order to gratify themselves. MSDT acknowledges and builds upon UGT because it is based on the assumptions that people have different uses for media that arise from their needs. Rather, the audience has power over their media consumption and assumes an jses role in interpreting and integrating media into their own lives. Uses and gratifications approach.

Knobloch, S; Zillmann, D For example, Phua, Jin, and Kim found that Snapchat interactions were similar to interactions found in close interpersonal relationships.

The results also displayed gender differences in an undergraduate population: The researchers found four multi-dimensional narcissistic personality types: Today, UGT has more relevance than ever as a tool for understanding how we as individuals connect with the technologies around us. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists.


The results of hierarchical regression analysis suggest predictive relationships among personality characteristics sensation seeking and locus of controlthe mxquail motives, the effects of perceived news credibility and newsworthiness, and the intention to share such animated news videos with others.

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Show Hide Page Numbers. The uses and gratifications for contributing mobile content differ from those for retrieving mobile content. Despite the criticism, UGT may be more relevant and useful today as media users now have hundreds of TV channels, the internet, and a whole array of other media entertainment options that help solidify the argument that the individual has agency vratifications their media consumption.

A uses and effects investigation. And third, the active audience exhibits goal-directed behavior. Notify me of new comments via email. Cultivation theory is concerned with understanding the role that media play in shaping a person’s world view—specifically television.

USG history can be described as falling within a series of stages:. Television, movies, video, radio, internet References. Origins, methods, and uses in the mass media.

Mary Ann Liebert, Inc. The Roles of the Gratifications Sought and of Narcissism”. Movies, television soap operas, sitcoms Personal Integrative Needs: Computers in Human Denus. The specific function of text messaging has been studied [15] to find its uses and gratifications and explore any potential gender differences.

Wang, Zheng; John M. In brief, it suggests that media use is motivated by needs and goals that are defined by audience members themselves, and that active participation in the communication process may facilitate, limit, or otherwise influence the gratifications and effects associated with exposure.

InLasswell introduced a four-functional interpretation of the media on a macro-sociological level.

Uses and Gratification Theory – Learning Theories

Value reinforcement or reassurance; self-understanding, reality exploration [76] Surveillance: These motives included companionship, social interaction, relaxation, information seeking, interpersonal learning, entertainment and pass time. Electronic News, 6 gratificatkons The Internet provides a new and deep field for exploring UGT. Blumler then offered suggestions about gratificationd kinds of activity the audiences were engaging with in the different types of media.


The reflexivity of social movements: For her study, Herzog interviewed soap opera fans and was able to identify three types of gratifications. UGT researchers today are exploring predictive and explanatory possibilities of the theory by connecting media usage with individual factors.

This eventually led them to develop UGT later on with their colleagues [2][3][4]. However, media dependency theory focuses on audiences’ goals for media consumption as the source of their dependency; while uses and gratification theory focuses on audience’s needs as drivers for media consumption. The six debis collaborative research on how people viewed mass media. Origins, methods, and uses in the mass gratifictions. Origins, Methods and Uses in the Mass Media.

Why do People Watch Television?

This allows for a more personal grqtifications of UGT instead of a large, blanketing assumption about a large audience of mass media. Using this sociologically-based theory has little to no link to the benefit of psychology due to its weakness in operational definitions and weak analytical mode.

Contrasts of personal expressiveness eudaimonia and hedonic enjoyment”. Looks like you do not have access to this content. Current perspectives on gratifications research, 3,