What is the core assumption of use and gratification theory?

A basic assumption of the U&G theory is that people are actively involved in media usage and interact highly with the communication media by building profile groupings of related uses and theoretically associated gratifications (Luo, 2002).

What are the four reasons why audiences might use media?

Blumler and Katz (1975) identified four main uses:

• Surveillance – our need to know what is going on in the world.
• Personal relationships – our need for to interact with other people.
• Personal identity – our need to define our identity and sense of self.
• Diversion – the need for escape, entertainment and relaxation.

What can uses and gratifications theory tell us about social media?

Uses and gratifications theory proposes that users/media consumers are actively choosing specific media content according to their needs. According to Derek Lane “uses and gratification theory suggests that media users play an active role in choosing and using the media.

How do you use uses and gratifications theory?

Uses and Gratifications and New Media Users have greater control over what they interact with, when they interact with it, and more content choices. This opens up the number of gratifications that new media use could satisfy.

Who came up with uses and gratification theory?

Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them.

Who gave the uses and gratification theory?

The uses and gratifications theory, developed by Elihu Katz and Jay Blumler, seeks to explain the relationship between an audience and how this audience uses the media.

How can the theory of uses and gratifications inform your decisions in how you choose to disseminate social media messages?

When did the uses and gratification theory start?

1940s
Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them.

What is the uses and gratifications theory?

The uses and gratifications theory seeks to understand why people look for certain media outlets and what they use those media outlets for.

What is usus and gratifications theory?

Uses and gratifications theory asserts that people use media to gratify specific wants and needs. Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption.

What is Blumler and Katz’s gratification theory?

Blumler and Katz‘s Uses and Gratification Theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal-oriented in their media use. The theorists say that a media user seeks out a media source that best fulfills the needs of the user.

What is the uses and gratifications approach to media?

The uses and gratifications approach accentuates the relationship between the sender and the message and how motives and gratifications drive people’s actions in relation to the media. The uses and gratifications theory strives to understand what people do with media outlets and the reasons behind their decisions and actions.