Uses and Gratifications Theory Lecture Notes

Introduction

• Explores why we choose certain media over others.
• Uses and Gratifications Theory (UGT): A user-centered approach focusing on personal uses and gratifications of media.
• Key components: history, core elements, audience needs, criticisms, and modern applications.

History of the Theory

• Developed by Blumler and Katz in 1974.
• Challenged the Media Effects Model that viewed audiences as passive.
• UGT considers audiences as active users impacting media.

Five Core Elements of UGT

1. Goal-Directed Media Use:
   • Users seek specific media to fulfill specific needs.
2. Audience Responsibility:
   • Users actively choose media that fit their needs.
3. Media Competition:
   • Multiple media sources vie to fulfill user needs.
4. Audience Self-Awareness:
   • Users are aware of their media use motives and experiences.
5. Unique Experience Value Judgement:
   • Users apply personal judgement to media experiences.

Five Needs of Audiences

1. Cognitive Needs:
   • Desire for knowledge and information, e.g., searching for an actor's name online.
2. Affective Needs:
   • Emotional satisfaction, e.g., watching a film to match one's mood.
3. Personal Integrative Needs:
   • Self-esteem and status comparison through media.
4. Social Integrative Needs:
   • Socializing through media, e.g., staying connected via social platforms.
5. Tension-Free Needs:
   • Relaxation and escapism through media, e.g., watching a relaxing documentary.

Criticisms of UGT

• Media Power Criticism:
  • Media might have stronger influence than perceived audience choice.
• Individualism Criticism:
  • Difficult to generalize due to varied individual media use.

Modern Applications

• UGT used to analyze social media uses such as social interaction, opinion expression, information sharing, and surveillance.
• Reflects the expansion of Blumler and Katz's work to new media platforms.

Conclusion

• UGT emphasizes audience power in media choice.
• Quiz questions highlight understanding of UGT principles.
• Final Thoughts: Encouragement to think about personal media use purposes following UGT.

Quiz

• Question 1: What need is based on emotion?
  • Answer: Affective Needs
• Question 2: Does UGT challenge the media effects approach?
  • Answer: True, UGT focuses on the audience's role.
• Question 3: What need is related to self-esteem?
  • Answer: Personal Integrative Needs

Further Study

• Encouragement to explore references for deeper understanding.