It considers the mass communication process from the viewpoint of the audience. The author considers communication orientations, the newer media environment, personal and individual dispositions, and media dependency.
Locus of control ceased to be a predictor.
Accordingly, two motives leisure entertainment and interpersonal expression and one background characteristic experience seeking were significant positive contributors to the final equation.
Both of the theories are extremely easy to understand and comprehend. Viewers of news in a more traditional format were doing so primarily for information reasons; viewers of news in comedy and satire formats were doing so primarily for entertainment.
Social integrative needs The need of each person to socialize with people like family and friends is social integrative need. Television, movies, video, radio, internet. Finally, when one looks at A uses and gratifications approach simplicity of the theories, they seem to pass.
The four factors were: Information-seeking motivation was a significant predictor of watching traditional news videos. YouTube itself is not the only video-sharing Web site. The needs of the particular person are met through the media used.
Internet e-mail, instant messaging, chat rooms, social media Tension Release Needs: Users of YouTube have access to a wide variety of content—including videos of sensational or off-beat stories—and can access it and share it with others in a novel way.
The theory does not believe in the power of media and how media can influence human needs and gratification unconsciously. The median amount of time spent watching YouTube is just under 15 minutes per typical week. This use and gratification holds that we enjoy taking in media that portrays people similar or worse off than ourselves.
Other sites include videos on the social networking MySpace and Facebook and on lesser-known sites such as Bolt and SingingFool. Audience might not always be active. Summarizes the evolution of uses and gratifications research using the core elements of the perspective as the framework.
People can use internet, text, call, talk with photos or with videos. Items were summed and averaged to create indices for each dimension: It is portable and accessible. General Overviews Analyses find that uses and gratifications is one of the most widely used theoretical underpinnings of communication research.
Critics argue that it instead is more of an approach to analysis or a data-collecting strategy. Introduction The proliferation of inexpensive video camera and computer-editing software has made it possible for individuals to produce video content, a portion of which is available for distribution on video-sharing Web sites such as YouTube.
The use of melodramatic animation in news was seen as an emerging technique used in news reporting at the time. Research that assesses the level of viewing intention, attention, and involvement while viewing, and the amount of post-viewing interaction stimulated via sharing, is needed to evaluate use on an interactivity-passivity continuum.
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.
Tension free needs People listen to songs and watch t. One can see with these theories that it is logical that individuals would choose what they want to view and can clearly gain from that. People use media to socialize and interact through social networking sites like Facebook, My Space, Twitter, etc.
Thus, participants most likely to share comedy news content were less disinhibited and less willing to engage in thrilling behavior but more willing to engage in experience seeking and tended to share this content for purposes of leisure entertainment and interpersonal expression.
The theorists believe that the audience can only determine the value of the media content. Similarly, internet and mobile phones have become a source of media that tries to fulfill not only the mass communication needs, but also interpersonal needs like interaction and emotional involvement.
At other times, they use media more passively for diversion, out of habit, or simply to pass the time. Thus, claims of its uses and effects for the general population cannot be made with confidence.
Elihu Katz first introduced the Uses and Gratification Approach, when he came up with the notion that people use the media to their benefit. He summarizes social and psychological origins, gratification sought and obtained, audience activity, and media effects.
He presents a more inclusive integrated model. People relate to the character and feel the emotions the characters show.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.
DefinitionUses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to.
Ruggerio () claimed that the U&G theory has provided ^a cutting edge approach in the initial stages of each new communication medium: newspaper, radio, television, and now the Uses and Gratifications Theory and Social Networking Sites With the rise of SNSs such as blogs, Facebook, Twitter, Flickr, and YouTube, users have become.
The second theory, “uses and gratifications” suggests an approach to understanding why and how people actively seek out specific media to satisfy specific needs.
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.
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.Download