Uses and gratifications theory (UGT) is an approach to understanding why and how people . In Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories. With the benefit of hindsight: Reflections on uses and gratifications research. Denis McQuail. To cite this article: Denis McQuail () With the benefit of. Professor Denis McQuail. Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the.

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Gratifications of television viewing and their correlates for British children.

Uses and gratifications theory

Why do people use media and what do they use them for? This allows for a more personal application of UGT instead of a large, blanketing assumption about a large audience of mass media. How men ruminate and women dissipate angry moods”. New Gratifications for New Media. Journal of Personality and Social Psychology. This theory would then imply that the media compete against other information sources for viewers’ gratification.

Investigating the assumptions of uses and gratifications research. The researchers found four multi-dimensional narcissistic personality types: Forgot your login information?

Uses and gratification theory UGT is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. Emotion, pleasure, feelings [72] Media Examples: Gratificatoons argue that it instead is more of an approach to analysis or a data-collecting strategy.

Research has found a positive correlation between active time spent on Twitter and the gratification of a need for “an informal sense of camaraderie”—connection—with other users.

Women chatted longer and for sociability; men chatted for dennis time per session and for entertainment and relaxation. A use-and-gratification study of the cellular phone”. Despite the criticism, UGT may be more relevant and useful today as media users now have hundreds of TV channels, the internet, and a whole array of other media entertainment options that help solidify the argument that the individual has agency over their media consumption.


The four categories were: Exploring the paradox of the enjoyment of sad films”.

Archived from the original on The specific function of text messaging has been studied [15] to find its uses grqtifications gratifications and explore any potential gender differences. Tchernev; Tyler Solloway In Herta Hertzog interviewed people who listened to soap operas and determined that they sought three different types of gratification from this form of entertainment. Views Read Edit View history. These eenis four primary factors for which one may use the media: Among the most criticized tenets of uses and gratifications as theory is the assumption of an active audience.

The Effect of Gratifications and Prior Experience”.

Jay Blumler presented a number of interesting points, as to why Uses and Gratifications cannot measure an active audience. Forums were found to be the mcqkail media for venting negative feelings, potentially due to the fact that comparatively, forums are more of a one-way street. How to measure an active audience?

Why do People Watch Television?

Origins, Methods and Uses in the Mass Media. Interpersonal communication in a media world. Uses and Gratifications Approach. Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals [7].

Those who viewed themselves as superior had higher uses and gratifications by cognitive motivations than by recognition. The results of hierarchical regression analysis suggest predictive relationships among personality characteristics sensation seeking and locus of controlthe seven motives, the effects of perceived news credibility and newsworthiness, and the intention to share such animated news videos with others.

The use of melodramatic animation in news was seen mcauail an emerging technique used in news reporting at the time. Mary Ans Liebert, Inc. The uses of mass communications: However, media dependency theory focuses on audiences’ goals for media consumption as the source of eenis dependency; while uses and gratification theory focuses on audience’s needs as drivers for media consumption.


Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. As another example of a contemporary cmquail, when using social media, users can be motivated by factors like a need to vent negative feelings, recognition, and cognitive needs. Origins, Methods and Uses mcquall the Mass Media.

Please log in from an authenticated institution or log into your member profile to access the email feature. Factor analysis and hierarchical regression were employed for data analysis.

SAGE Reference – Uses and Gratifications Approach

Uses and gratifications has, almost since its inception, been viewed by some as the Pluto of communication theory, which is to say critics argue that it does not meet the standards necessary to be theory. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists.

UGT researchers today are exploring predictive and explanatory possibilities of the theory by connecting media usage with individual factors. Exploring entertainment gratifications beyond hedonism”.

Contrasts of personal expressiveness eudaimonia and hedonic enjoyment”. The study explores the uses and gratifications seniors get from watching TV news. Uses ggratifications Grats 2. Family and friends [72] Media Examples: Uses and gratifications theory in the 21st century.

For her study, Herzog interviewed soap opera fans and was able to identify three types of gratifications. These motives included companionship, social interaction, relaxation, information seeking, interpersonal learning, entertainment and pass time.

Grqtifications more sinister aspect of UGT and a reason to use social media establishes a platform for cyberbullying.