This way he found that people get three types of gratification from soap operas. The study explores the uses and gratifications seniors get from watching TV news.
Most importantly,the audience become active users of the mass media.
These are called Affective Needs. Women chatted longer and for sociability; men chatted for less time per session and for entertainment and relaxation. This is the most prominently cited emotional gratification of media use.
Uses and Gratifications Research. In addition, perceived physical risks but not perceived privacy risks lead to weaker forms of usage. Other motives that may drive people to consume media may involve low level attention, a habit or a mildly pleasant stimulation.
Another criticism of it is that it tells you only why people use media. Escape from routine and problems; an emotional release  Personal Relationships: They will choose a certain form of media, whether it is a medium television or radio, for example or a specific program television show, for example over another form in order to satisfy needs or wants Peirce, And third, the active audience exhibits goal-directed behavior.
It was the time when researchers studied some radio listeners. InAbraham Maslow also added Uses and gratification in his hierarchy of needs. Information about factors which might affect one or will help one do or accomplish something  Katz, Gurevitch and Haas saw mass media as a means by which individuals connect or disconnect themselves with others.
They can reinforce personal values or model social behaviors. It describes the relationships formed between the media and its active audience. It also is focused too narrowly on the individual and neglects the social structure and place of the media in that structure.
Taking TV today, most people watch reality shows because It is more realistic. This formula took into account the amount of gratification an individual expected to get out of a certain form of media and the amount of effort the individual would have to exert to get it.
It can tell you how and why you can use a certain media. Animated news and entertainment media are just two other examples of media technologies that UGT researchers continue to explore.Uses and gratifications theory proposes that users/media consumers are actively choosing specific media content according to their needs.
If there are any effects, these are consciously or at least actionaly intended.
However, uses and gratification theory can be seen to operate at. Uses And Advantages Of Gratification Theory. The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media.
Uses And Advantages Of Gratification Theory. The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media. Uses and gratification theory of communication explains how people use media to fulfill their needs.
Gratification of needs is the most important role of media for humans. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well.
Uses and gratification theory makes you aware of how people use media for their needs and gratification. In other words, it is the theory that tells you about what people do with the media, instead of what media does to the people.
However, Uses and Gratifications Theory suggests that whatever effect media has on an audience is largely determined by the audience itself.
Though some forms of media present messages carefully crafted to evoke certain kinds of responses, recipients are capable of .Download