It differs from other theories that study the effect of media in that it is pretty much saying that instead of people and individuals being passive consumers of media, it is assumed that they themselves . Uses and Gratifications Theory. The audience is said to have full control over the effect of media on them as the effect can be chosen by the audience themselves. One of the most popular theories, Uses and Gratifications Theory, is based on users actively attempting to satisfy their media needs. Click card to see definition . Practitioners of the uses and gratifications theory study the ways the public consumes media. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons. For example, you may enjoy watching a show like Dancing With the Stars while simultaneously tweeting about it on Twitter with your . Blog. This makes self-reports complicated and immeasurable. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. The primary objective of UGT is to clarify the causes why people . The Uses and Gratification Theory was developed by Jay G. Blumler and Elihu Katz on 1970s, and was having its first formal presentation on 1974s. One of the primary findings of uses and gratifications research is that individuals actively seek out particular media to satisfy particular needs. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. Uses and gratification theory indicates a positive relationship between social media usage and the level of gratification derived from such activity. Specific Theories Uses and Gratifications Theory. They are engaged and motivated in their media selections. First, it characterizes media users as active in their selection of the media they consume. Pendekatan uses and gratifications memiliki lima asumsi dasar yaitu (Rakhmat, 2001 : 205) : Khalayak dianggap aktif dan penggunaan media massa diasumsikan memiliki tujuan. Based on the assumption that audiences are not passive or powerless but instead exercise choice, researchers developed the uses and gratifications model. USES AND GRATIFICATIONS THEORY 25 Newhagen and Rafaeli (1996) suggested that in time, questions at cultural and societal levels may offer the greatest contribution to communications research. Due to the individualistic nature of Uses and Gratification theory, it is difficult to take the information that is collected in studies. For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters . For example, Morley's (1980, 1986, 1992) studies of family TV viewing and domestic power in the working class, Radway's (1984) account of female . Despite criticisms, the theory continued to be used by researchers all over the world to explore the motivations why audience choose a particular media for . The roots of this theory first appeared in the 1930s, when the mass media began to be a part of everyday life for most people. This . Uses and Gratifications Theory theory that looks at the ways media consumers choose media to meet their needs; the theory holds that people actively seek out specific media and specific content to generate specific gratifications (results) People are viewed as being ____ in Uses and Gratifications theory active - provides framework for understanding when and how individual media consumers become more or less active and the consequences of that increased or decreased involvement. Uses And Gratification Theory. In-text: (campbell, 2013) Stage 1: The basic premise dating back to the 1940s. In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys. Uses and gratification theory focuses on free will of audience and is deterministic as media can be used in different ways and for different purposes. The basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification (Lariscy, Tinkham, & Sweetser, 2011). B. Hubungan Teori Uses and Gratifications dengan Teori Hirarki Kebutuhan Maslow Manusia selain sebagai makhluk individu juga disebut sebagai makhluk sosial, artinya manusia memiliki kebutuhan, kemampuan dan . The Uses and Gratification theory discusses the effects of the media on people. This theory had challenged the concept of the entire passive receiver as it concentrated on the active users. The theory is attributed to researchers Jay G. Blumlerand Elihu Katz. In this article, I argue just the opposite, and any attempt to speculate on the future direction of mass communication theory must seri-ously include the uses and gratifications approach. The Uses and Gratifications Theoryis a Mass Communication theory that focuses on the needs, motives and gratifications of media users. Uses and gratifications is a media user-centered theory of media use and effects. Most research relies on pure recollection of memory rather than data. Alternatively, students of uses and gratifications could try to work backwards, as it were, from gratifications to needs. It says that users take an active part in the communication process and are goal oriented in their use of the media. 5 years ago Learning Theories & Models, Media & Technology Theories 1. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. The findings of mobile gaming motives are self-realization . He suggests that uses and . This approach focuses on why people use particular media rather than on content. Mass Communication & Society 3:3-37. The Uses and Gratifications theory was re-visited by Blumler and Katz in 1974 when they published their own theory based upon what Laswell had published but expanded on this stating that audiences may choose to consume media texts based upon the following four reasons; Diversion, personal relationships, personal identity and surveillance. Uses and gratifications, also known as usage and gratifications or needs and gratifications, is not a single approach but a body of approaches to media analysis that developed out of many varied empirical studies, beginning in the mid 20th century. 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. Elihu Katz is often credited with being one of the original creators of this theory. The idea that we simply use the media to satisfy a given need does not seem to fully recognize the power of the media in today's society. 1973) helps explain the gratifications sought and obtained in the use of social media, and also shows that these gratifications differ according to individual characteristics. B. Hubungan Teori Uses and Gratifications dengan Teori Hirarki Kebutuhan Maslow Manusia selain sebagai makhluk individu juga disebut sebagai makhluk sosial, artinya manusia memiliki kebutuhan, kemampuan dan . This is called Uses and Gratifications. The uses and gratifications theory is one of many used to create effective communications programs when it is implemented properly. The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media. 5 pages, 2320 words. The basic assumption of the uses and gratifications theory is that the audience is actively involved in using the media. - suggests people are active in choosing and . Uses and Gratifications Theory states that the interaction between the media and viewers is complex because viewers interact and interpret media differently from others based on their emotions, agenda, and life experiences. This bibliography was generated on Cite This For Me on Friday, April 22, 2016. A more radical shift in focus was to move away from what impact the media has on audiences, towards investigating why or how audiences react to the media. DOI: 10.1207/S15327825MCS0301_02. Uses and Gratification Theory - Learning Theories The theoretical framework was released when . This theory assumes that there is nothing as an absolute truth. Blumler and Katz (1974) concluded that different people could use the same communication message . Uses and gratifications theory (UGTtheory) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. First came radio, then television, and, more recently, digital media. Gratifications sought was the initial reasoning an individual consumes a piece of media or adopts a new medium. The theory takes out the possibility that the media can have an unconscience influence over our lives and how we view the world. Uses and gratifications model. Most research relies on pure recollection of memory rather than data. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Uses and gratification is the optimist's view of the media. It assumes that audience members are not passive consumers of media. Tap card to see definition . The basic tenet of uses and gratifications (called UG for short) is that people are not helpless victims of all powerful media, but use media to fulfil their various needs. Uses and Gratification Theory. The audience takes an active role in selecting a medium, as well as interpreting it and integrating it into their lives. Uses and Gratifications Theory 5 sumber berita yang digemarinya melalui berbagai media yang dianggap dapat memenuhi keperluannya. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. As stipulated by the Uses and Gratifications Theory (UGT), humans choose specific social media to gratify their needs and ascertain their doing by justifying the validity that different individuals. Dalam proses komunikasi massa, inisiatif lebih banyak berkaitan dengan pemuasan kebutuhan dan pemilihan media terletak pada anggota khalayak. Uses and Gratifications Theory (U> Katz et al. Specific Theories Uses and Gratifications Theory. The basic theme of uses and gratifications is the idea that people use the media to get specific gratifications. 2.1 Antecedents of uses and gratifications theory and usage intention. Uses and gratifications theory (UGTtheory) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Criticisms of Uses and Gratifications. The UGT refers to the study of the gratifications or benefits that attract and hold users to different media and various contents that fulfill the user's psychological and social needs (Dunne et al., 2010). The main theoretical. The mass media is an extremely complex system that responds to the foundation of these theories in media's everyday production. The research looks at the researches of famous theorist such as Elihu Katz, Jay Blumler, Michael Gurevitch, Herta Herzog and Paul Lazarsfeld who have worked and developed the Uses and Gratification Theory. The theory states that media consumers are passive consumers of mass communications; rather, they play an active role in media consumption. The Uses and Gratifications theory has been denounced by media hegemony advocates . 2. As a media theory, uses and gratifications posits that people choose from among media and other communication channels to satisfy their needs and desires. However, the uses and gratification theory has been criticized by some scholars for being non-theoretical and vague in defining key concepts and for not providing predictive capacity [9]. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The uses and gratifications theory seeks to understand why people look for certain media outlets and what they use those media outlets for. This theory states that an individual will choose the media or form of media that will satisfy their desires most completely. A brief explanation of uses and gratification theory - a key theoretical perspective for Media Studies students.If you are a Media Studies teacher or student. The theory of 'uses and gratifications' does not resolve the problems raised by the attempt to place different types of audiences on a continuum of social cohesion; indeed, it was not explicitly evolved to tackle these problems. Uses and Gratifications Theory posits a few basic assumptions: 1. Due to the individualistic nature of Uses and Gratification theory, it is difficult to take the information that is collected in studies. From this perspective, people don't use media passively. Uses and gratifications theory. Uses and gratifications theory in the 21st century. The Hypodermic Needle Theory is very outdated and I . (DeFleur & Ball-Rokeach, 1989) To me learning is a need. 23. Uses and gratifications theory ( UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. In other words, it can be said that the theory argues what people do with media rather than what media does to people. This interview-based study applied the Uses and Gratifications Theory (UGT) framework and found that reviewers have a strong affinity for fairness and a desire for an accurate public record. The question for Uses and Gratifications researc her s is whether the motivations people brought to their use of "old" media will appl y 10 "new" media. This does not refute the fact that the media attempts to influence its audience, one only . It portrays the media as a hypodermic needle which when well directed will convey consistent and carefully crafted messages to an easily swayed mass audience in order to yield uniform effects (Hanson . Uses and gratifications focuses 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, relating in need gratifications and other consequences, perhaps mostly unintended ones. Uses and Gratifications Theory and Social Networking Sites With the rise of SNSs such as blogs, Facebook, Twitter, Flickr, and YouTube, users have become constantly connected and capable of interacting with one another (Ding & Zhang, 2010). Gravity. Uses and gratifications theory relies on two principles about media users. Uses and Gratifications theory measures the impact of media through the difference between gratifications sought and gratifications obtained. Match. PLAY. One of the most popular theories, Uses and Gratifications Theory, is based on users actively attempting to satisfy their media needs. Another type of programming that uses and gratifications research can be applied to is learning. UGT is an audience-centered approach to understanding mass communication [1] Diverging from other media effect theories that question "what does media do to people . The Uses and Gratification theory considered one of the great theories in media research is a media theory propounded by Blumer and Katz (1974). The audience (acting actively, not passively) select and use the media to fulfill their own needs and desires. Ideas and Implications: In the informa-tional field, for example, the surveillance function may be traced to a desire for security or the satisfaction of curiosity and the exploratory drive; seeking reinforcement of one's attitudes and values may de- The basic assumption of the uses and gratifications theory is that the audience is actively involved in using the media. A study conducted by Madan using college students found that people who watch a lot of violence are not affected as much when they see even more violence on the news . This theory states that an individual will choose the media or form of media that will satisfy their desires most completely. . Information and Education - the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries. UGT is an audience-centered approach to understanding mass communication. Uses and Gratification Theory Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for. UGT is an audience-centered approach to understanding mass communication. Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. ''Uses and Gratification'' is a theory formulated by the professor Elihu Katz in the late 1950's that analyzes the relationship between media and people in order to examine questions of "how" and "why" individuals use media to satisfy particular needs. Entertainment - Viewers watch programmes for enjoyment. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. Uses and Gratifications Theory. Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs. UGT differs from other media effect theories in that it assumes that individuals have power over their media usage, rather than positioning individuals as passive consumers of media. One influential tradition in media research is referred to as 'uses and gratifications' (occasionally 'needs and gratifications'). Summarizes uses and gratifications research and argues that uses and gratifications is a key theoretical perspective to understanding the adoption and use of new communication technologies. 3. Such selection and use of communication channels are influenced by communicators' motives and their social . The findings of mobile gaming motives are self-realization . Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. It suggests that there is a set of reasons as to why people will watch/read a text; diversion, escapism, informational, pleasure, social identity and sexual stimulation. The theory postulates that people are dependent on the mass media for information needs. In contrast to the concern of the 'media effects' tradition with 'what media do to people' (which assumes a homogeneous mass audience . Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. The uses and gratifications theory is a user-centered approach that focuses on how people use media for their own personal uses and gratifications. The main theoretical. Test. Filed Under: Reviews. The Uses and Gratifications theory has been denounced by media hegemony advocates . Theorists are interested in finding out whether new media so alters the message and the experience that Uses and Gratifications Theory no longer applies or has to be radically modified. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. The second claims that the audience is active and they get something out of texts. The basic theme of uses and gratifications is the idea that people use the media to get specific . The uses and gratifications theory that was first developed by Katz, Blumler & Gurevitch focuses on active audiences and the use of media that is based on purpose. Uses and Gratifications Theory 5 sumber berita yang digemarinya melalui berbagai media yang dianggap dapat memenuhi keperluannya. It assumes that audience members are not passive consumers of media. Stage 1: The basic premise dating back to the 1940s. Elihu Katz is often credited with being one of the original creators of this theory. It describes the relationships formed between the media and its active audience. This makes self-reports complicated and immeasurable. Uses and gratifications theory emphasizes motives and the self-perceived needs of audience members. The uses and gratification theory started coming to existence in the early 19's and is present in the very modern world today. Blumer and Katz suggest that media users seek particular sources that best . In this article, I assert that the This theory states that consumers use the media to satisfy specific needs or desires. The uses and gratifications theory that was first developed by Katz, Blumler & Gurevitch focuses on active audiences and the use of media that is based on purpose. The Uses & Gratification Theory looks at how people use the media to gratify a range of needs - including the need for information, personal identity, integration, social interaction and entertainment. Different types of media compete against each other and against other sources of gratification for viewers' attention. Boyd However, uses and gratifications theory states that "members of an audience will have prior attitudes and beliefs which will determine how effective media messages are" (Hanes, P The Advantages and Limitations of a focus on Audience in Media Studies). The theory of 'uses and gratifications' does not resolve the problems raised by the attempt to place different types of audiences on a continuum of social cohesion; indeed, it was not explicitly evolved to tackle these problems. campbell, M. the uses and gratification theory 2013 - mediawbs. These are the sources and citations used to research uses and gratification theory. Gratifications obtained is the reasoning for continued use or enjoyment from that same media . The Uses and Gratifications Approach and The Dependency Theory were two theories that brought forth a new genre of ideas and aspects of cognition to mass communication. Generally, users of social media are motivated by similar intrinsic and extrinsic factors ( Amarasinghe, 2010). Uses and .