Uses and gratifications theory (UGT) is an approach to understanding why and how people . In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. With the benefit of hindsight: Reflections on uses and gratifications research. Denis McQuail. To cite this article: Denis McQuail () With the benefit of. Professor Denis McQuail. Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the.

Author: Badal Zulkigar
Country: Cambodia
Language: English (Spanish)
Genre: Career
Published (Last): 2 August 2017
Pages: 305
PDF File Size: 9.83 Mb
ePub File Size: 4.26 Mb
ISBN: 798-9-30089-173-2
Downloads: 41317
Price: Free* [*Free Regsitration Required]
Uploader: Shacage

Information of this kind is believed to shed light on the dynamics of audience formation, explaining variations in attention and appreciation.

Why do People Watch Television?

This concept of active audience finds, at best, limited acceptance outside of the United States. Journal of Personality and Social Psychology.

Results show that enjoyment, physical activity, nostalgia, image, normative influences and flow drive various forms of user behavior. You are commenting using your Twitter account. As another example of a contemporary technology, when using social media, users can be motivated by factors like a need to vent negative feelings, recognition, and cognitive needs.

Movies, television soap operas, sitcoms Personal Integrative Needs: Animated news and entertainment media are just two other examples of media technologies that UGT researchers continue to explore. If GO is greater than GS then there will be more audience satisfaction.

Current thinking also suggests that audience activity is best conceptualized as a variable construct, with audiences exhibiting varying kinds and degrees of activity. While it was easy to question the agency of media consumers who had three television networks from which to choose, it’s much harder to argue that a consumer who now has cable channels and Internet-streaming video is not making his own decisions.


The study explores the uses and gratifications seniors get from watching TV news. According to the research, goals for media use can be grouped into five uses. Lastly, audiences’ GS are not always the reality of their Gratificatikns. Again, differences were found based on amount of use and gender. To find out more, including how to control cookies, see here: Beginning in the s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners.

Due to their nature of mobility, constant access, and options to both add and access content, this field is expanding with new research on the motivations behind using mobile phones. Electronic News, 6 3 The use of melodramatic animation in news was seen as an emerging technique used in news reporting at the time.

It also is focused too narrowly on the individual and neglects the social structure and place of the media in that structure. These motives included companionship, social interaction, relaxation, information seeking, interpersonal learning, entertainment and pass time.

Looks like you do not have access to this content. Uses and gratifications approach. UGT is an audience-centered approach to understanding mqcuail communication. Kaid and Christina Holtz-Bacha, The Uses and Gratifications Perspective”. Uses authors parameter CS1 maint: Conceptualizations, theoretical analyses, and empirical explorations.

Uses and Gratifications

Why do people use media and what do they use them for? UGT is an audience-centered approach to understanding mass communication. In general, people use mobile phones for the following uses and gratifications [14].

Uses and gratifications theory was developed from a number of yratifications communication theories and research conducted by fellow theorists. Origins, methods, and uses in the mass media. Wang, Zheng; John M. This contradicts previous theories such as mass society theorythat states that people are helpless victims of mass media produced by large companies; and individual differences perspectivewhich states that ggratifications and self-esteem largely drive an individual’s media choice.


The Internet provides a new and deep field for exploring UGT. New Gratifications for New Media.

Uses and gratifications theory | Mass Communication Theory

UGT researchers today are exploring predictive and explanatory possibilities of the theory by connecting media usage with individual factors. Essays in honor of Dolf Zillmann.

Back Institutional Login Please choose from usse option shown below. New Gratifications for New Media”. Retrieved 18 October Littlejohn, ; Severin and Tankard, ; McQuail From Wikipedia, the free encyclopedia.

In Wilbur Schramm developed a formula for determining which media an individual might select all contribute to the foundation for modern developments of this theory. You are commenting using your Facebook account.

Bartsch, Anne; Reinhold Viehoff March 29, Please log in from an authenticated institution or log into your member profile to mmcquail the email feature. Blumler then offered suggestions about the kinds of activity the audiences were engaging with in the different types of media. This theory would then imply that the media compete against other information sources for viewers’ gratification.

Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [14] Stages of the theory Uses and gratifications theory was developed from gratificstions number of prior communication theories and research conducted by fellow theorists.

UGT has a heuristic value today gratjfications it gives communication scholars a “perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed”.

A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others”. Uses and Gratification Theory.