2. Uses and Gratifications has, almost since its inception, been viewed by some as the Pluto of communication theory, which is to say critics argue that it does not meet the standards necessary. UGT is an audience-centered approach to understanding mass communication. This latter focus of research, conducted in a social-psychological mode, and audience-based, crystallized into the Uses and Gratifications approach (McQuail, 1994). 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 theory originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message. Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries. Uses and gratification theory (UGT) is an audiencecentered approach that focuses on what people do with media, as opposed to what media does to people. They viewed the mass media as a means by which individuals connect or disconnect themselves with others and found that people bend the media to their needs more readily than the media overpower them. The com-mon tendency to attach the label "uses and gratifications approach" to work in this field appears to virtually disclaim any theoretical pre- Most research relies on pure recollection of memory rather than data. 5. Other media effects research sought to discover motives and selection patterns of audiences for the new mass media. The Uses and Gratification Theory propounded by Elihu Katz, Jay Blumler and Michael Gurevitch in 1974 was used. 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. communication theory must seriously include the uses and gratifications approach. Media is taken as a means to an end. It is concerned with what people do with the mass media, instead of what the mass media do to the people. They suggest that media users seek out a medium source that best fulfills the needs of the user and they have alternate choices to satisfy their need. Users take an active part in the communication process and are goal-oriented in their media use. Theoretically and practically, for U&G scholars, however, the … For example, some watch news to relax and some get more tension by watching news. The current status of uses and gratifications is still based on Katz‘s first analysis, particularly as new media forms have emerged in such an electronic information age when people have more options of media use. The audience takes an active role in selecting a medium, as well as interpreting it and integrating it into their lives.2. Other research at that time looked into children’s comics and the absence of newspapers during a newspaper strike. ทฤษฎีลำดับขั้นความต้องการ ของ Maslow 2. 7. It was the time when researchers studied some radio listeners. In other words, it can be said that the theory argues what people do with media rather than what media does to people. HISTORY 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. The theorists believe that the audience can only determine the value of the media content. The strongest rival to media-based sources include face-to-face communication. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons. endstream endobj startxref info@researchbase.com.ng. The studies of Katz and his colleagues laid a theoretical foundation of building the Uses and Gratifications approach. It is asserted that the emergence of computer-mediated communication has revived the significance of uses and gratifications. They also discovered that media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals (Blumler and Katz, 1974). การใช้-และ-ความพึงพอใจ (Uses-and-gratification) 3. Most of the theories on media explain the effects media have on people. Entertainment – Viewers watch programmes for enjoyment. Each of these studies formulated a list of functions served either by some specific content or by the medium itself: To match one‘s wits against others, to get information and advice for daily living, to provide a framework for one‘s day, to prepare oneself culturally for the demands of upward mobility, or to be reassured about the dignity and usefulness of one‘s role (Katz, Blumler, & Gurevitch, 1974). Users take an active part in the communication process and are goal oriented in their media use. There exists a basic idea in this approach: audience members know media content and which media they can use to meet their needs. There are many different types of music and we choose from them to fulfill a particular need. ��fl��' �YZ� 0 First studies happened on this theory in the 1940s. It says that users take an active part in the communication process and are goal oriented in their use of the media. 3 R��jJ��iPM>|ڭ��8�!�}��'�.h_��p�0~��@�j�����뽽�h?_��W��5@�A6|�&��=0lu��[:�f��yp1�����E�_4��*4�W���'߳�{�N��Q��^���G����y�w�u�4�擷����k�.�~}f/�&�z4}�F� to be theory. endstream endobj 2013 0 obj <>>>/Pages 2010 0 R/StructTreeRoot 77 0 R/Type/Catalog>> endobj 2014 0 obj <>/Font<>/ProcSet[/PDF/Text]/XObject<>>>/Rotate 0/StructParents 0/TrimBox[0.0 0.0 595.276 807.874]/Type/Page>> endobj 2015 0 obj <>stream endstream endobj 2016 0 obj <>stream It should however be noted that needs are individual in nature, and how those needs are satisfied is individualistic. As a broader perspective among communication researches, it provides a framework for understanding the processes by which media participants seek information or content selectively, commensurate with their needs and interests (Katz et al, 1974). 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