Uses and Gratifications Theory

Overview

• Purpose: Explains how and why people actively select and use media to satisfy psychological needs.
• Origin: Emerged in the 1940s, primarily credited to Jay Blumler and Elihu Katz in the 1970s.
• Methodology: Research is conducted mainly through surveys and questionnaires where media users report their gratifications.
• Contrast: A departure from the Hypodermic Needle Theory, which viewed audiences as passive.

Assumptions

1. Active Audience Role: Audiences actively choose and interpret media.
2. Media Competition: Media compete against each other and other gratification sources for attention.
3. Satisfaction Drives Usage: Media that provide more satisfaction are used more frequently.

Types of Needs

• Cognitive: Seeking information to aid understanding and knowledge.
• Affective: Seeking emotional or affective experiences (e.g., happiness, fear).
• Personal Integrative: Using media to promote self-image or status.
• Social Integrative: Using media to connect with others.
• Tension Release: Using media for stress relief and escape from reality.

Note

• The same media can fulfill different needs for different people.
• Individual needs are influenced by factors such as maturity, personality, and social roles.

Role of Media

• Reinforces personal values and social behaviors.
• Provides a basis for or substitutes social interaction.
• Strengthens biases or fosters empathy.
• Solidifies or challenges social roles.
• Increases world knowledge or provides escape.

Audience Influence

• The audience determines media effects through interpretation.
• Examples include interpreting messages contrary to the sender’s intent.
• Practices like selective exposure affirm personal values and opinions.

Criticism

• Selectivity: Some critics argue the theory overemphasizes audience selectivity.
• Unconscious Consumption: Some media consumption occurs without conscious reasons, driven by habit.
• Ignores Unintended Effects: Overlooks other unintended media effects on audiences.