The uses and gratification theory is a framework that seeks to explain why people use media and what they hope to gain from their media consumption. This theory suggests that individuals actively choose and use media to satisfy specific needs and desires. The theory highlights the role of the audience in interpreting and using media content, rather than viewing them as passive receivers of information.
Several studies have used the uses and gratification theory to examine the motivations and preferences of media users. For example, a study by Katz, Blumler, and Gurevitch (1974) identified four primary functions of media use: diversion, personal relationships, personal identity, and surveillance. The study found that individuals use media to escape from their everyday problems, maintain and enhance social relationships, reinforce their self-identity, and obtain information about the world.
Another study by Ruggiero (2000) extended the uses and gratification theory to the internet and identified several motivations for internet use, including information seeking, entertainment, social interaction, and personal expression. The study found that individuals use the internet to connect with others, explore new ideas and experiences, and express themselves creatively.
The uses and gratification theory has been applied to a range of media, including television, radio, newspapers, and social media. The theory has also been used to study the impact of media on social and political attitudes. A study by McLeod, Eveland, and Nathanson (1997) found that media use can affect individuals’ political knowledge, attitudes, and participation.
In conclusion, the uses and gratification theory provides a useful framework for understanding why people use media and what they hope to gain from their media consumption. The theory highlights the role of the audience in shaping their media experiences and suggests that individuals actively choose and use media to satisfy specific needs and desires.
References:
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. The Uses of Mass Communications: Current Perspectives on Gratifications Research, 19-32.
McLeod, J. M., Eveland, W. P., & Nathanson, A. I. (1997). Support for political action: A test of a model of media use and political action. Communication Research, 24(2), 149-175.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37