According to Chen (2011), the uses and gratifications approach is an important element of social media studies, since it focuses on people's psychological and social needs in order to understandUses and gratifications of image-based SNSs. Uses and gratifications research (U&G; Katz, Blumler, & Gurevitch, 1974) is a theoretical perspective that focuses on how and why individuals actively seek out and use different media to fulfill their specific needs and wants. The tenets of U&G suggest that individuals obtain gratifications that are According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfills the needs of the user.Uses and gratifications theory is a concept within the sociology of mass communication that examines the role of the audience in making decisions and setting goals when it consumes media products. In other words, it is a theory that defines how people choose a particular media channel to meet their personal needs.
Study with Quizlet and memorize flashcards containing terms like Critics of uses and gratifications theory have argued that the theory focuses too much on _____ and not enough on _____., The "magic-bullet" approach is not the same thing as the uniform-effects model., Uses and gratifications theory assumes that people: and more.
According to uses and gratifications theory (UGT), people use media because they derive specific gratifications from media consumption. The term media refers to communication channels or tools, such as newspapers, radio, or television, and more recent new media, based on the Internet, including social media, which allow the creation and sharing of information by way of virtual communities and
Uses and gratifications is an appropriate theoretical approach for this investigation which has often been used to understand the uses of new media by individuals. As being user centered approach, uses and gratification theory believe in supremacy of the user and consider that users obtain gratifications as they sought from media.2.2 Uses and Gratification Theory (UGT) The uses and gratifications theory was originally developed to explore users' reactions to mass media in the 1940s. UGT has been utilized to explain the psychological needs of individuals that motivate their use of a particular medium.brT9mkF.
