Podcast
Questions and Answers
What is the Uses and Gratifications Theory?
What is the Uses and Gratifications Theory?
Uses and Gratifications Theory focuses on what people do with media.
Uses and Gratifications Theory focuses on what people do with media.
True
What is the driving question of the Uses and Gratifications Theory?
What is the driving question of the Uses and Gratifications Theory?
Why do people use media and what do they use them for?
In Uses and Gratifications Theory, audience members are considered passive consumers of media.
In Uses and Gratifications Theory, audience members are considered passive consumers of media.
Signup and view all the answers
According to UGT, what powers does the audience have regarding media consumption?
According to UGT, what powers does the audience have regarding media consumption?
Signup and view all the answers
What does UGT imply about media competition?
What does UGT imply about media competition?
Signup and view all the answers
Match the following assumptions of the Uses and Gratifications Theory:
Match the following assumptions of the Uses and Gratifications Theory:
Signup and view all the answers
UGT gives the consumer power to discern what media they consume.
UGT gives the consumer power to discern what media they consume.
Signup and view all the answers
Study Notes
Uses and Gratifications Theory (UGT)
- Explores why individuals actively seek specific media to fulfill particular needs.
- Shifts emphasis from media effects to audience engagement with media.
Audience-Centered Approach
- Differentiates from traditional theories which examine media's impact on people.
- Focuses on the actions and motivations of media consumers.
Positivistic Approach
- Founded in socio-psychological roots and mass communication analysis.
- Central inquiry revolves around why individuals use media and for what purposes.
User Deliberation in Media Choice
- Users intentionally select media that satisfy needs such as knowledge, relaxation, socialization, diversion, or escape.
- Assumes an active audience, refuting the idea of passive consumption.
Audience Empowerment
- Audiences attain agency in selecting media that align with their desires, shaping their consumption experiences.
- Contrasts with perspectives that view audiences as victims of media influence.
Media Competition for Gratification
- UGT posits that media face competition from alternative information sources for viewers' attention and satisfaction.
- Provides useful insights for media scholars regarding audience behavior and preferences.
Assumptions of UGT
- Audiences are active participants whose media usage is strategy-driven and purposeful.
- Audience members initiate the connection between their needs and specific media choices.
Self-Awareness in Media Use
- Individuals possess sufficient self-awareness about their media interactions to inform researchers accurately.
- UGT acknowledges that audience evaluations of media content are inherently subjective.
Contrasts with Other Theoretical Perspectives
- Challenges mass society theory, which suggests people are powerless against media produced by major corporations.
- Opposes the individual differences perspective that attributes media choices to personal intelligence or self-esteem.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Test your knowledge of the Uses and Gratifications Theory with this quiz. Explore the key concepts and definitions that explain how and why people choose specific media to fulfill their needs. Ideal for students of mass communication and media studies.
