Uses & Gratifications
Theory
People use the media
to fulfill certain
gratifications (needs).
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Uses and Gratification Theory - Slides, Slides of Media Laws and Ethics
People use media to fulfill certain gratification and general types of uses and explain why peoples use to media.
Typology: Slides
2021/2022
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Uses & Gratifications
Theory
People use the media
to fulfill certain
gratifications (needs).
Assumptions Made About the
Audience
- Active – they use the media selectively; they are involved in the process.
- Passive – allow others to select the media, yet they still take it in/absorb it.
Why we use the media?
- Entertainment/Diversion – escape from reality, serve as an emotional release.
- Personal Relationships - companionship
Why we use media
- Personal Identity – value reinforcement; reality exploration
- Surveillance – gathering news and information
- Bored – just to pass time; habit forming