Uses and grats theory
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The document discusses the uses and gratifications theory of mass communication. It begins by asking what the reader has done that day, like checking social media or watching TV, to introduce the idea that people actively engage with different forms of media. It then explains that the uses and gratifications theory focuses on what people do with media rather than what media does to people. The theory, developed by Blumler and Katz in the 1940s, suggests that media users play an active role in choosing media to fulfill needs and gratifications. It provides examples of gratifications like being informed, entertained, or escaping troubles. While criticized, the theory continues to be used by scholars to understand how audiences consume media.
Uses and grats theory
- 1. What have you done today?
- 2. Checked your Fac e book notification s? Read a ma llboard? g azine? Drive n by a bi Watch Gone to a sporting event? ed T.V.?
- 3. e probab ly come in is you hav Wh at ever it e form of media contact with som
- 4. Which brings me to my point…
- 5. Since the media is everywhere shouldn’t there be a theory about it?
- 6. Th er e is!!! It’s known as the uses and gratifications theory.
- 7. The uses and gratifications theory focuses on the consumer rather than focusing on the message by asking “what people do with media” rather than “what media does to people”.
- 8. Uses and Gratification Theory is a popular approach to understanding mass communication. The audience watch media to satisfy their physiological needs for example: when we watch reality shows or shows such as ‘x-factor’, throughout the audition we as the audience make a judgement and we are allowed in a sense to laugh at them, whilst relieving it’s not us in their position. Uses and Gratifications
- 9. In other words, the audience uses media to meet their needs and to fulfill specific gratifications*. *Gratifications are sources of pleasure or satisfaction.
- 10. Blumler and Katz first began studying this theory in the 1940’s. and it’s still used by scholars today!
- 11. Uses and Gratifications Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. It is said to be that the power is considered to lie with the consumer to gratify their needs or interests. •To be informed or educated •In order to identify with the characters and situation •To be entertained •To enable themselves to socially interact with others •To escape from their daily troubles these are the five main reasons thought by Blumler and Katz of why audiences may consume media.
- 12. Since then, the theory has been criticized by many. ed s. on o f ne rati ficati ne the g det ermi to oo hard It’s t All research is It will not succeed in “contributing b ased on survey s! substantially” to the field of communication.
- 13. The criticism has not deterred scholars, and research continues.
- 14. Just remember… The uses and gratifications theory looks at what people do with media.