4.
Enjoyment
: Many report that the main reason they watch a TV show is that they find the whole experience enjoyable. This might be the most basic motivation to consume any media.
What is the main idea of uses and gratification theory?
Uses and gratifications theory asserts
that people use media to gratify specific wants and needs
. Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption.
What are the major motives for media use?
There are some common factors related to media use identified in this line of research, which include information, entertainment/enjoyment, and habitual factors (for both television and the Internet), and
social interaction motives
(for the Internet).
The ten uses and gratifications are:
social interaction
, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others.
Which of the following is assumed by the uses and gratification theory?
Uses and gratifications theory assumes that people:
Deliberately use media for particular purposes
. Rubin’s typology of motivations for media use offers five main reasons people watch television and use other media.
What are the 4 uses and gratifications?
In 1972 Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. The four categories were:
diversion, personal relationships, personal identity and surveillance
.
The research has shown that social media does impact intrinsic motivation. Most of the respondents agreed that they are affected by
the content they come across in social media
. … The possibility to publish information about their own achievements in social media also motivates people.
Who gave Uses and gratification theory?
Coined in the early 1940s by
Katz and Blumler (1974)
, the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them.
Why is the uses and gratification theory important?
The Uses and Gratification theory discusses
the effects of the media on people
. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people.
What is basic communication theory?
Communication theory was proposed by S. F. Scudder in the year 1980. It
states that all living beings existing on the planet communicate although the way of communication is different
. … Like human beings, animals also communicate among themselves through gestures and body movements.
For individuals, social media is
used to keep in touch with friends and extended family
. Some people will use various social media applications to network career opportunities, find people across the globe with like-minded interests, and share their thoughts, feelings, insights, and emotions.
Abstract. Social media is a critical area of interest for marketing scholars and practitioners. … The basic premise of uses and gratifications theory is that
individuals seek out media that fulfill their needs and leads to ultimate gratification
(Lariscy, Tinkham, & Sweetser, 2011).
Uses and gratifications theory proposes that
users/media consumers are actively choosing specific media content according to their needs
. … According to Derek Lane “uses and gratification theory suggests that media users play an active role in choosing and using the media.
What is uses and gratification theory examples?
Examples of Uses and Gratification Theory
People choose from their own choices and moods. The needs of the particular person are met through the media used
. Some people might watch news for information, some for entertainment, and some for self-reassurance. Some watch according to their moods.
What is content gratification?
(2004) stated that content gratification includes
information seeking and entertainment
; process gratification includes how audiences use the new media; process gratification is whether audiences are satisfied with the usage, appearance, or even fluency of the Internet; and social gratification means that audiences can …
What is the basic notion of the media uses and gratification theory of communication?
The uses and gratifications theory is based on the
idea that media audiences are active rather than passive
, meaning they do not only receive information, but also unconsciously attempt to make sense of the message in their own context (Peirce, 2007).
