Uses and gratifications theory is a communication theory that describes the reasons and means by which people seek out media to meet specific needs. [1][2][3][4][5] The theory postulates that media is a highly available product, that audiences are the consumers of the product, and that audiences choose media to satisfy given needs as well as soc...

2024年3月6日 · Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections. In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys.

2023年11月17日 · This paper explores Blumler and Katz's (1974) Uses and Gratifications Theory (UGT), which posits that media users actively select and employ media to fulfill specific needs. The theory classifies these needs into categories such as affective, cognitive, personal, integrative, and tension-free.

2016年1月26日 · 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 people. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research.

2023年11月15日 · West and Turner offer a historical perspective on the development of the Uses and Gratifications Theory (UGT), tracing its evolution through four developmental stages from the 1940s to the 1970s. Their analysis provides insights into how UGT has been scientifically validated over decades, adapting to changes in media landscape and audience ...

Today, scholars of mass communication refer to the uses and gratifications (U&G) theory as a sub-tradition of media effects research (McQuail, 1994). In early studies in communication research,...

2015年4月11日 · 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.[1]

2017年12月22日 · Ruggiero (2000) believes that the advent of new media platforms and electronic devices represented a new era for UGT. In his analysis, "uses and gratification theory in the 21st century," he...

- goal oriented from active audience - specific needs to specific media and the gratifications they want - media competes with one another for audience attention - people are aware of their media use - value judgment of certain media is only assessed by audience

2024年10月4日 · Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audiencecentered approach to understanding mass communication. Diverging from other media effect theories that question what does media do to peop