Uses and gratification theory-presentation
- 1. Questions??? Have you ever used Google? Facebook? YouTube? Yes! Active audience!
- 2. USES & GRATIFICATION THEORY Phạm Lê Diệu Trang – s3311626 Đặng Thanh Thảo – s3298804
- 3. Contents Definition Historical Background 4 Key Reasons of Media Use U & G Theory in the 21 st century Conclusion
- 4. There are three stages on how media influence the audience: Strong Supported by: Agenda-setting theory, Magic Bullet theory, Propaganda. -> audience is passive Medium Supported by: Two-flow step theory. Weak Supported by: Uses and gratification theory. -> audience is active Definition
- 5. U&G theory states what people do with media NOT what media does with people. (Blumler & Katz 1974) -> audience plays an active role in choosing and using media in their daily lives. Definition
- 6. Definition U&G Theory Figure 1. Reproduced from: Project Management Course 2009
- 7. Early in the 1920s : is known as the Limited Effects Theory which is against the Mass Society theory. 1940s: officially started with the name U&G Theory. 1960s – 1990s: the development of U&G theory with supports from theorists. Historical Background
- 8. Information: Finding for relevant events. Seeking advice to solve the matters and make decisions. Satisfying curiosity and general interest. Self-education. Gaining a sense of security through knowledge. 4 Key Reasons of Media Use
- 9. Personal Identity: Finding reinforcement for personal values. Finding models of behavior. Identifying with valued other (in the media). Gaining insight into one’s self. 4 Key Reasons of Media Use
- 10. Integration & Social Interaction Social empathy. Gaining a sense of belonging. Finding a basis for conversation & social interaction. Clarifying social roles. Enabling connection with family, friends and society. 4 Key Reasons of Media Use
- 11. Entertainment Free tension. Getting aesthetic enjoyment. Filling time. Emotional release. Sexual arousal. 4 Key Reasons of Media Use
- 12. The development of newer media: The Internet More convenient for audience to satisfy their gratification U & G Theory in 21 st century
- 13. Other concepts Interactivity: multidimensional concepts: amount of choice provided to users, amount of effort users must access to access information, etc Demassification: the control of the individual over the medium Asynchroneity: the ability of individuals to send, receive, save or retrieve message at their convenience. U & G Theory in 21st century
- 14. Current U & G Models + these other concepts + new media + evolving psychological, sociological, cultural context = A HIGHLY SERVICEABLE theory for the 21 st century U & G Theory in 21st century
- 15. Conclusion
- 16. Blumler, J.G. & Katz, E 1974, The uses of mass communications: Current perspectives on gratifications research, Beverly Hills, CA. Ruggiero T 2000, ‘Uses and Gratifications Theory in the 21st century’, Mass communication & Society , pp.3-37. Project Management Course 2009, ‘Maslow Hierarchy of Needs, image, Project Management Course, viewed 26 July 2011, <http://www.abraham-maslow.com/m_motivation/Hierarchy_of_Needs.asp> References
Editor's Notes
- #4: http://misschasse.com/wordpress/images/writing/UsesGratificationsTheory.pdf