Uses And Gratification Theory

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A large portion of the work done within the communication field of study is attempting to determine and explain the processes we, as media users, employ during our media consumption. One prominent theory explaining our behaviors, in relation to media, is the theory of uses and gratifications. The basic premise of this theory is that we, as consumers, seek specific media to fulfill our fundamental needs and wants. While the uses and gratifications perspective encompasses more detail and explanation than a brief sentence, the theory is deeply rooted and based upon five assumptions of audience and media behavior. Every assumption builds upon one another in order to create a comprehensive and respected theory of media exposure. This theory not only focuses on the actions of consumers, but it also centers on the different areas of media gratification. At the surface of the uses and gratifications theory is the concern for the ways people use different media. The creators, Elihu Katz, Jay Blumler, and Michael Gurevitch, as well as the followers of this theory, believe individuals use the same mass media for very different and personal reasons. The theory’s objective is to identify, understand, and finally verbalize the psychological needs and demands which form peoples’ motives and intentions for using specific media (Roy, 2009). Unlike earlier theories, the uses and gratifications perspective investigates and explains what individuals do with media as opposed to what media does to them. Rather than media directly affecting people’s attitudes and behaviors, the uses and gratifications model indentifies media as a tool through which people seek fulfillment and gratification. In order to fully and correctly apply the uses and gratifications theory to the study of media effects and the relationship between media and consumers, one must know and understand the

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