When was Uses and gratification theory introduced?

Uses and gratifications was first introduced in the 1940s as scholars began to study why people choose to consume various forms of media. For the next few decades, uses and gratifications research mostly focused on the gratifications media users sought.

What is uses and gratification research?

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives.

What is the main aim of uses and gratification theory?

The objectives of uses and gratification theory are: To show the relation of mass communication and how it is used to gratify needs. To find out primary intentions of media use by people. To know the positive and negative aspects of media use on the media users.

Where did uses and gratifications theory come from?

Uses and Gratifications Theory Origins The initial piece on the uses and gratifications research was published in The Public Opinion Quarterly in 1973 by Katz, Blumler and Gurevitch. The theory is an approach to find out how and why audience actively seek out a media to fulfill their specific needs (Katz, Blumler & Gurevitch, 1973).

What is the purpose of uses and gratifications?

In brief, Uses and Gratifications is a model ofmedia study that examines why people use media and what they gain from putting forth the effort and energy to do so. Essentially, Uses and Gratifications’purpose is to identify and explain the appeal of certain media, and why a consumer chooses one medium anddisregards the others. For

When did the interest in gratification in media start?

The interest on gratification that media provides for audience goes back a long way. It started in the beginning of empirical mass communication research during the early 19’s.

What are the uses and gratifications of Second Life?

has been exchanged countless times betweenusers in Second Life. The Uses and Gratifications Framework In brief, Uses and Gratifications is a model ofmedia study that examines why people use media and what they gain from putting forth the effort and energy to do so.