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 (u&g) approach has been viewed by it proponents as a “welcome antidote” to early direct effects models by examining what people do with the media, rather than what the media does with the people (katz, 1959). The uses and gratifications approach relates to individuals moods and how they influence individual adolescents mass media consumption and choices of certain media types to fulfill different needs the main 4 needs of media are:.
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. Uses and gratifications theory in the 21st century thomas e ruggiero ously include the uses and gratifications approach in this article, i assert that the. 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.
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 theory critics think that the theory does not meet the standards to be called a theory and can only be taken as an approach to analyze as . An investigation of internet usage among a group of professionals in south africa : a uses and gratifications approach. 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 .
Applying the uses and gratifications theory to compare higher claimed that the u&g theory has provided ^a cutting edge approach in the initial stages of each new . 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 the mass media is an extremely complex system that responds to the foundation of these theories in media’s everyday production. Internet uses and gratifications: understanding motivations for using the internet paper presented at the annual meeting of the association for education in journalism and mass communication, march hanjun, 2002.
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 p. Virtual community success: a uses and gratifications perspective we approach a community participant both as a constructs of uses and gratifications theory. The uses and gratifications approach rests on the assumptions that differences in the costs of mass media consumption occur between different audience members and that such differences correlate with other communication-relevant factors (ruggiero, 2000).
Purpose – this paper seeks to demonstrate the importance of uses and gratifications theory to social media by applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. Uses and gratifications one influential tradition in media research is referred to as ‘uses and gratifications’ (occasionally ‘needs and gratifications’). Mcquail and lull suggest the audience uses the media, rather than the media using it’s audience, for their own gratification – hence the term ‘uses and gratifications’ media audiences use the media for: diversion – relaxation and leisure purposes personal relationships – audiences use the media to create common-bonds of discussion between people through programmes. Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory in this article, i argue just the opposite, and any attempt to speculate on the future direction of mass communication theory must seriously include the uses and gratifications approach.
View uses and gratifications research papers on academiaedu for free. 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 . New media with the introduction of every new mass medium, uses and gratifications is a useful approach in the early stages of examining the way it is used by its audience (ruggiero, 2000) the internet has sparked significant interest, particularly because of three distinct features that separate it from traditional media--interactivity . The uses and gratifications approach dates to early empirical mass communication research and theorizes that individuals have particular motives for using media and they are active and goal-directed in meeting their needs (katz, 1959 rubin, 2009).