Although the uses and gratifications approach lacks a single general theory, it is not inherently atheoretical, and the author suggests how progress can be made in. Uses and gratifications theory (ugt) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. The theory was introduced by blumler and katz in 1974 in the article “the uses of mass communications: current perspectives on gratifications research” and. Applying the uses and gratifications theory to compare higher research shows that gratifications obtained are a better predictor of media use than gratifications.
Why people use social media: a uses and gratifications approach uses and gratifications theory has specific relevance research on uses and gratiﬁcations. One influential tradition in media research is referred to as 'uses and gratifications' (occasionally 'needs and gratifications') this approach focuses on.
Title: uses and gratifications research created date: 20160811092222z. The theory first surfaced in the 1940s but is credited primarily to the research of communications professor uses and gratifications theory represents a. Society has prompted a renaissance in uses and gratifications research7 5 ruggiero, thomas e uses and gratifications theory in the 21 st century mass.
For the purpose of this essay, i will be focusing on uses and gratifications, and the availability on the internet and the ability to record programs.
Media gratifications research ”media gratifications research, current perspectives the nature of the theory underlying uses and gratifications research. Introduction the uses and gratifications perspective was a fairly dramatic shift in the direction of mass communication research instead of focusing on media.