🦀 Uses And Gratification Theory Explained

The uses and Gratifications Theory and the motivations for social media use. We propose that UGT may explain why people follow social influencers (Katz, Blumler, & Gurevitch, 1974). The theory is based on the premise that people actively use media to satisfy their personal needs (Wu, Wang, & Tsai, 2010). The UGT was originally developed to Uses and Gratification Theory is rooted in traditional mass communication research on how a specific media is sought and selected in order to provide their needs (Katz, Blumler, and Gurevitch The Uses and Gratifications Theory is a communication theory that was first introduced in the 1940s and 1950s. The theory is based on the idea that people actively choose and use media to fulfil individual needs and desires. Furthermore, it argues that people are not passive consumers of media. Uses and gratifications theory is an old communication theory that has found new uses in the study of social media (Musa, Azmi & Ismail, 2015). It is a user/audience-centred theory expanded by Rubin (1994) outlines the potential for U&G to explain consequences of media use by stating that "concepts such as needs, motives, uses, and gratifications sought are used in an equivalent manner as antecedents to behavior; effects, consequences, gratifications obtained, and outcomes appear as consequents of the behavior" (p. 424). When Variance explained by the model: R 2 =0.263 (26.3%) R 2 =0.320 (32%) Interestingly, broad social media use motives produced strong effects, which is in line with findings from uses and gratification theory (Blumler and Katz, 2020), for instance showing that among others, social motives play an important role in understanding social media The active accesses of information in the context of the uses and gratifications theory explain the fact that the audience as users searches the media contents for their gratification. This theory is an analysis of active audiences for the needs and interests of the process of receiving media messages. There are two worlds now, the pre-COVID-19 Uses and gratifications had been for decades used by social science scholars to investigate and identify gratifications or motivations associated with audiences' use of traditional media such as radio, television, and newspapers. authenticity of uses and gratifications theory. Some prominent applications of U & G theory are as follows: Research: Researchers in field of mass communication often utilize uses and gratification theory for research purposes to explain the different dimensions of the media use by people and to describe the social and economic context of needs .

uses and gratification theory explained