Over these 9 weeks we will cover a number of theories, cases and applications in the field of communication science. USES AND GRATIFICATIONS THEORY Mikhael Ellis Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. You feel empathy for them and their lives become quite interesting and they do matter for you. This one is quite doubtful, because we cannot always say why and why not we are doing these or other particular action. Personal relationship can be quite another use of the media consumption. Yes, if we are not talking about being safe in a physical way, but being safe in a psychological way like be in a very calm about what's going on in the world, we might watch films or movies, where good guy always beats the bad guy. Rehman, S. (1983). Back in 1954, Abraham Maslow introduced his hierarchy of needs. Web. In the 1980s, Rehman (1983) applied UGT to study the relationship between the movie audience expectations and satisfaction derived from going to the movies. Uses and Gratifications Theory posits a few basic assumptions:1. If GO is greater than GS then there will be more audience satisfaction. Uses and Gratification Theory
2. Personal Relationships. West, Richard L., and Lynn H. Turner. Uses and Gratifications Theory and its Connection to Public Relations. The medium that provides the most satisfaction for a person will be used more often than other types. The theory is highly individualistic in nature. Paper presented to the Annual Convention of the Association of Educators in Journalism and Mass Communications, Baltimore, Maryland. And what is the main methodological approach here? If you really want to get into the topic, don’t avoid this extra work. For instance, those who were exhibitionistic tended to focus on the social media U&G of showing affection, expressing negative feelings, and being recognized. Very Solid course to understand the background of our behavior and decisions making as well as what information we get and why. supports HTML5 video, This course is about communication on various levels. 1. 67 times. That's quite an interesting approach. [10], Given these differing theories, UGT is unique in its assumptions:[3], Katz, Blumler, and Gurevitch synthesized that UGT's approach was focused on "the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure (or engagement in other activities), resulting in need gratifications and some other consequences, perhaps mostly unintended ones. Among the criticism most commonly raised in academic literature: 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. ... concern that excessive use of new media such as the personal … It appears as a respond to the Media Effects Research, as not all the studies would follow the logic of media effects and the predictive power of media theories was not enough to describe what is happening and to tell what is going to happen. Sarah Turney. Well, during the first few sections of this lecture, we were talking about the way how media is influencing people and we discussed all the media factors, cultivation, and selective exposure, which actually brought us to the understanding that people can be selective and people can somehow participate and involve critical thinking in their immediate consumption patterns. "[70], Among the most criticized tenets of uses and gratifications as theory is the assumption of an active audience. Well, this is what Uses and Gratifications theory's talking about and the main message here is that the audience is active. So, maybe, if you don't have an option just because you don't know that there are some other sources of that information or maybe there are some other sources to entertain yourself, you are quite limited. And here, nowadays, we can try to apply this hierarchy to the different media types and sorts, which we use in order to satisfy maybe this needs. "Uses and Gratifications Theory." Write to us: coursera@hse.ru. With Benefits to Hindsight : Reflections on Uses and Gratifications Research. Straubhaar, Josheph, Media Now - Understanding Media, Culture, and Technology, Sixth Edition, Boston, Wadsworth, Cengage Learning, 2010. "Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes. But they can be generalized and sorted out in different categories. Mobile phones, a comparatively new technology, have many uses and gratifications attached to them. In D. McQuail (Ed. Boston: McGraw-Hill, 2010. Mark Levy and Sven Windahl provide a good description of what it means to be an "active consumer" of media: Unlike other theories concerning media consumption, UGT gives the consumer power to discern what media they consume, with the assumption that the consumer has a clear intent and use. Certain goals in media consumption is collected in studies goals for media use can generalized! 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