What are the 4 uses and gratifications?
The four categories were: (1) Diversion: escape from routine or problems; emotional release; (2) Personal relationships: companionship; social utility; (3) Personal identity: self reference; reality exploration; value reinforces; and (4) Surveillance (forms of information seeking).
What is meant by the uses and gratifications approach?
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 five assumptions of uses and gratification theory?
Five Assumptions Media use is motivated and goal-oriented. People always have a reason for consuming media, even if it’s simply habit or entertainment. People select media based on their expectation that it will satisfy specific wants and needs. Media use is driven by individual social and psychological factors.
Who propounded uses and gratification theory PDF?
The Uses and Gratification Theory propounded by Elihu Katz, Jay Blumler and Michael Gurevitch in 1974 was used. Uses and Gratifications approach prevailed between the 1950s and 1970s when television gained high acceptability. Some basic assumptions of the approach were proposed when it was rediscovered during that era.
Who discovered uses and gratification?
Elihu Katz
Elihu Katz first introduced the Uses and Gratification Approach, when he came up with the notion that people use the media to their benefit. The perspective emerged in the early 1970’s as Katz and his two colleagues, Jay Blumler and Michael Gurevitch continued to expand the idea.
Who is the founder of uses and gratification?
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.
What are criticisms of uses and gratification theory?
Criticisms of Uses and Gratification Theory Critics think that the theory does not meet the standards to be called a theory and can only be taken as an approach to analyze as research relies on recollection of memory. The theory ignores the use of media in social structures. Audience might not always be active.
Is uses and gratification theory still relevant?
In fact, uses and gratifications has always provided a cutting-edge theoretical approach in the initial stages of each new mass communications medium: newspapers, radio and television, and now the Internet.