Uses and gratifications theory applied to
When needs are gratified, people get satisfaction. Uses and gratifications assume that the user has alternate choices to satisfy their need. If they cry, the audience cry and if they laugh, audience laugh along with them.
Uses and gratification theory personal identity
The explanatory power of the theory emerges only when accepting the postulate that given certain needs, only some media will be able to satisfy needs. Media influence on behavior is filtered through social and psychological factors. Uses and Gratifications. On the basis of those principles, uses and gratifications goes on to outline five assumptions : Media use is goal-directed. Those who used the instant messaging service frequently "heavy users" were found to be most motivated by affection and sociability; those who did not "light users" were most motivated by fashion. Criticisms of Uses and Gratification Theory The theory does not show media as important. She has co-authored two books on psychology and media engagement.
Ruggerio noted three assumptions that are necessary to the idea of active audience: First, media selection is initiated by the individual. Targeting a specific group of people in a campaign, when aware of their needs, allows the campaign to influence these people to the highest potential, while also effectively grabbing their attention.
This eventually led them to develop UGT later on with their colleagues. For example, some people may watch the news to relax while others may get tensed or agitated by the same.
However, uses and gratification theory can be seen to operate at two levels of abstraction and complexity.
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