Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Two theories that brought forth a relatively astonishing perspective to this field were the Uses and Gratifications Approach and the Dependency Theory. Uses and gratification theory of communication explains how people use media to fulfill their needs. Gratification of needs is the most important.


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People use media for acquiring knowledge, information etc. Particularly for the internet search engine they can browse for any topic under the run with no time restriction.

Users experience gratification when good things happen to characters with "good" morals and also when bad things happen to "evil" or "bad" characters. This use and gratification for media posits that people like to feel worried for characters we perceive as "good," and this is even more gratifying if that character gets "rewarded" in some way in the end.

This use and gratification can be understood when considering excitement as its own reward. Emotional involvement can be helpful for the pursuit of a broader variety of goals in the reception process.

It can be concluded that the experience of emotions can be functional in a number of other ways than just regulating emotions in uses and gratifications theory of affective valence and arousal. If the user experiences a challenge to his or her media-related skills, but not to the point of being frustrated or overwhelmed, then the gratification is a reward in a feeling of competence that inspires the user to continue using the media in question.

Users are gratified by using media to adjust their mood to whatever is currently happening. For instance, once already provoked uses and gratifications theory an aggressor and promised a chance to retaliate, males were found to prefer bad news over good news in that emotionally charged moment.

According to this particular branch of use and gratification, we use entertainment to apply lessons to or escape from our real-life relationships. Consumers of entertainment media sometimes use it to gratify a need for social connection by becoming very attached to characters seen in entertainment media, such as characters in a TV show or newscasters.


Information and Education — the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.

Stage 3 UGT researchers uses and gratifications theory are exploring predictive and explanatory possibilities of the theory by connecting media usage with individual factors. There is particular interest in the link between why media is used and the gratification received.

Uses and Gratifications Theory - A-Level Media Studies - Revision World

Overall, UGT has been crucial to a shift that focuses on the media uses and gratifications theory and their agency in the field of mass media studies. Modern-Day Applications Today, UGT has more relevance than ever as a tool for understanding how we as individuals connect with the technologies around us.

These technologies span everything from the Internet to video gaming to mobile phones. The same form of media or content can fulfill different needs among consumers.

Uses and Gratifications Approach

For instance, a scientific TV show can provide cognitive gratification for one viewer while providing tension release for another. Developmental maturity, personality, background, class and social roles determine the types of needs individuals have.

The Role of Media Research also shows the importance of certain roles played by the various media. They can reinforce personal values or model social behaviors. People relate to uses and gratifications theory character and feel the emotions the characters show.

If they cry, uses and gratifications theory audience cry and if they laugh, audience laugh along with them.

Uses and Gratifications Theory - Businesstopia

Cognitive needs People use media to get information and fulfill their mental and intellectual needs. People watch news mostly to gratify this need.

Other examples can be quiz programs, teaching programs, arts and crafts programs for children, documentaries, how-to videos DIYsetc. Online media, Internet, is also being used to get information to get this need fulfilled. Social integrative needs The need of uses and gratifications theory person to socialize with people like family and friends is social integrative need.

Uses and gratifications theory - Wikipedia

This suggests that people can be persuaded. The testability aspect seems somewhat unreliable.

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The way that the theories were primarily tested were through sampling the audience viewers.

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