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uses_and_gratification

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Uses and gratification

Originally 'needs and gratification'
This is unusual approach to the effect of the mass media content. It is not interested in how media content affect people'. Rather it focuses on why a person uses the media.

Assumptions

  1. People's 'active' use of media content in order to fulfill needs and goals. Media use is active and goal driven based on individuals needs.
  2. People make 'choice' on media content.
  3. Media outlets compete with other available means of satisfying peronal needs. There are many ways to fulfill individual needs - not just mass media. Watching a sitcom (mass media); watching a movie; taking a run in the park; going for a walk; practicing yoga; soaking in a warm bath; etc.

People's uses

Gratification Examples
Entertainment
uses_and_gratification.1467019454.txt.gz · Last modified: 2016/06/27 17:54 by hkimscil

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