Uses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion . [1]
It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.

I heard of that but i dont know what it means

-Strike- wrote I heard of that but i dont know what it means

Well that helps me so much doesnt it?

Blumler and Katz's uses and gratification theory suggests that media users play an active role in choosing and using the media.

or the answer that i useed in my exam was this which is a more common but simple answer i got a [3xB's] in my exam

Uses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion

TTG_Epsilon wrote Uses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion . [1]
It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.

Yeah...that in english would be great.

ask google






ttgdiffin

I got taught this last year, this is an audience theory that was made by Blumer and Katz, they used something called PIES as the factors of gratification.

p = Personal identification
I = Information
E = Escapism
S = Social interation

TTG_Epsilon wrote Uses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion . [1]
It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.

copy and pasted much?