uses_and_gratification
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Table of Contents
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
- 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. - People make
'choice
' on media content. - 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