Uses and Gratification Theory is rooted in traditional mass communication research on how a specific media is sought and selected in order to provide their needs (Katz, Blumler, and Gurevitch
The uses and gratification theory is a media theory that suggests that people use media to fulfill specific needs and gratify certain desires. According to this theory, people actively find and consume media that serves specific goals or satisfies certain needs rather than passively accepting whatever media is available to them. The Benefits Uses and Gratifications (U & G) theory parts ways with the "hypodermic needle" approach, as developed by Gerbner and colleagues. This approach assumed a homogenous One of the central premises of U & G is that in order to explain the effects of media use, the motivation and behaviour of the individual must be understood (Rubin, 1993). InIn particular, insights from uses and gratification theory in the realm of TikTok are highlighted, and we also discuss aspects of the TikTok platform design. Further theories need to be mentioned, which can explain why people are using the TikTok platform: Social Impact Theory and Self-Determination Theory. To our knowledge, these theories
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. Uses and gratifications theory has also been used extensively within the study of politics and the dissemination of political messages (Blumler and McQuail, 1969; McLeod and Becker, 1974). While widely used in other disciplines, uses and gratifications theory can also be relevant in helping to explain social media uses. What is the main assumptions of uses and gratifications theory? - The audience is active and its media use is goal oriented. - The initiative in linking need gratification to a specific . medium choice rests with the audience member. - The media compete with other sources for need satisfaction. - People have enough self-awareness of their media Uses and Gratification theory provides an excellent foundation and relevance for research on motives of Facebook Usage. The EFA also resulted in 64.9% variance explained in Facebook usage gratification. In order to investigate the relationship shared between Facebook gratifications, Pearson correlation analysis was performed. For several decades uses and gratifications (U&G) has been a predominant theory guiding research on media use and effects. U&G emphasizes the centrality of the individual in the audience-media use-effects relationship. Research guided by this audience-centered perspective has suggested that understanding media effects requires considerationUses and Gratifications Theory. Practitioners of the uses and gratifications theory study the ways the public consumes media rather than the effect media have on the public. First proposed by communication theorist Harold Lasswell in 1948, many other scholars have contributed to the development of this theory. could explain the role
Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs. The roots of this theory first appeared in the 1930s, when the mass media began to be a part of everyday life for most people
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