Uses and Gratifications
U
and G is a theoretical perspective that views the media as one source of
potential influence among many other sources.
It is an individual consumer approach to the study of mass communication.
Defining:
Its main purpose is to identify the types of motives for media
consumption. (Rayburn, 1985).
Gratifications sought to gratifications obtained.
Gratification related to media choices and content
Concepts related to uses &
gratifications(tan)
Assumptions about U & G
1) Audience members are active participants in the mass communication
process.
Assumptions about U & G
2) Mass media use is interpreted as a response to the perceived needs of
audience members.
Assumptions about U & G
3) Individuals use the media rather than media using them.
Assumptions about U & G
4) Audience use of the media must first be explored and understood before
considering these use patterns in relation to questions of cultural meaning and
significance.
Uses and Gratifications
Objectives
of Uses and
Gratifications
1) Explain how mass media are used to gratify needs
U and G
2) Understand the motives for the media behavior.
Diversion
Parasocial reasons
Personal identity
Reality exploration
Value reinforcement
Surveillance
U & G
3). Identify the functions or consequences that follow from needs,
motives and communication behavior.
Info about environment(surveillance
Escape/diversion
Personal identity
Companionship/social integration
Criticisms of Uses and Gratifications
Conservative
status quo
Difficult to predict beyond the individual
Too many motivations for using media
Lack of clarity about terms
Makes assumption audience is active.
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