– this paper seeks to demonstrate the importance of uses and gratifications theory to social media by applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. Uses and gratifications approach explaining of media use history and orientation originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message stressing the active audience and user instead psychological orientation taking needs, motives and gratifications of media users as the. A consistent problem with uses and gratifications research has been the failure to distinguish between gratifications sought and gratifications obtained this study tested a discrepancy model constrasting gratifications sought from television in general with gratifications respondents perceived they. Uses and gratification theory builds off of a history of communication theories and research its beginnings lie in researchers’ studies of radio listeners in the 1940s other research at that time looked into children’s comics and the absence of newspapers during a newspaper strike. Uses and gratification is a method that allows for a progressive approach in audience research, but with limitations, this area focuses more on the individual, and the way they are affected by the text that they are exposed to, allowing for the individuals point of view, but with the internet and the more use of recorded programming, the over.
One influential tradition in media research is referred to as ‘uses and gratifications’ (occasionally ‘needs and gratifications’) this approach focuses on why people use particular media rather than on content. Uses and gratifications theory 5 these studies and others conducted during this period reflected a shift from the traditional effects model of mass media research to a more functionalist perspec. The uses and gratifications theory is a famous approach to understanding mass communication it is an audience-centered approach to media study focusing on the uses to which people put media and the gratifications they seek from that use.
In particular, this research seeks to (1) demonstrate the importance of uses and gratifications theory to social media, (2) to apply uses and gratifications theory to social media, and (3) to. The uses and gratification theory does not consider the power of media more audience-centered positive point of the uses and gratification theory is it focuses attention on individuals in the mass communication process. A survey study on uses and gratification of social networking sites in china a thesis presented to the faculty of the scripps college of communication of ohio university.
Title: uses and gratifications research created date: 20160811092222z. An overview of the uses and gratifications theory this is one of the models of media communication that we look at as part of 'media influence,' vce media unit 4. Questions, this research provides a quantitative examination of college students’ uses and gratifications of sns, with a focus on social capital more specifically, it examines how. The advantages of research on media impact on viewers 10 abstract the uses and gratification viewpoint significantly approaches the view of the media consumer.
Research into media uses and gratifications has continued at an accelerating pace since the landmark volume, the uses of mass communications (sage 1974) the present volume, media gratifications research, contains the current work and ideas of the most innovative researchers in this important field. The uses and gratifications approach suggests that the media compete with other information sources to offer the best audience's need satisfactionanother type of programming that uses and gratifications research is the new era of internet usage which provides a cutting-edge theoretical approach in mass medium communication compared to. A uses and gratifications analysis of horror film preferences, in j weaver & r tamborini (eds ), horror films: current research on audience preferences and reactions (pp 161-178. For my research proposal i will use the uses and gratifications theory to further explain how television takes advantage of new media such as social media (facebook, twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters on television.
Although uses and gratifications approach holds a significant status in communication research, the research of the approach receives criticisms both on its theory and methodology represented. While uses and gratifications research was going on, the media and audience relationship opened to itself a new field around the asymmetric concept of addiction arising within the uses and gratifications tradition, the media addiction model built its own tradition in parallel with the changes in communication technologies. The uses and gratification theory is a theory by blumer and katz in which proposes that media users play an active role in choosing and using the media it says that users take an active part in the communication process and are goal oriented in their use of the media.