Uses and Gratifications Theory: Chapter 23 Quiz

Uses and Gratifications Theory (UGT)

• The main focus of UGT is on understanding why people choose to use media and the gratifications they seek from it.
• According to UGT, people choose media to satisfy their needs, desires, and goals.
• The impact of media according to UGT is that it has a limited effect because of user control, meaning users have agency over their media use.

Shift from Early Mass Communication Theories

• UGT changed the focus of early mass communication theories by shifting from a focus on the media's effects on the audience to a focus on the audience's uses and gratifications.
• UGT differs from early mass communication theories in that it assumes audience involvement and active participation in media use.

Key Assumptions and Concepts

• One of the assumptions of UGT is that audience members are aware of their own needs and goals, and use media to fulfill them.
• Another assumption is that media has a limited effect because of user control, meaning users have agency over their media use.
• The theory addresses the concept of audience needs and gratifications by recognizing that people use media to satisfy various needs and desires.

Research Stages

• Stage One in U&G research involves identifying the various reasons people use media.
• Stage Two involves linking specific reasons for media use with variables such as needs, goals, benefits, and the consequences of media use.
• Stage Three involves typologies representing reasons for media use.

Research Considerations

• Researchers must be cautious about studying media effects, recognizing that users have agency over their media use and that media effects may be limited.
• Classifying audience needs and gratifications can be done through various approaches, such as categorizing needs into social, emotional, or cognitive needs.

Test your understanding of Chapter 23 'Uses and Gratifications Theory' from the book 'Introducing Communication Theory: Analysis and Application Fifth Edition'. Explore the assumptions, stages in research, media effects, and the relationship between uses and gratifications and new media.