[Music] we've all been there scrolling through our Facebook feeds to check out people are up to while we pretend to do our homework on our laptops and binge-watch support student of our favourite show today everyone stays connected and there are multiple ways to get our tech fix but why do we use certain media instead of others what makes us choose certain platforms for different uses the uses and gratifications theory is a user-centered approach that focuses on how people use media for their own personal uses and gratifications today we will be covering the mass communication theory of uses and gratifications in this video we will be highlighting a couple of things the history of uses and gratifications theory the five core theory elements the five needs of audiences criticisms and new application of the theory uses and gratifications theory has been used for decades to explain the relationship between media and users for now let's rewind and start with some history Blum Miller and cats published the theory of uses and gratifications in 1974 Blum ler a communication and media theorist and cats a sociologist and communication scientist challenge other communication theories like the media effects model the media effects model saw the audience as passive users of media which focus the research on how media affected users you GT looks at the audience as an active user of media which changes the dynamic to how we as users affect meeting blum ler and cats presented five core elements of you GT let's review the first core element in the uses and gratifications theory is that media use is perceived to be goal-directed we know exactly where to find information we need whether you're looking for that one cat video that you love or searching for information for a research paper you as the audience are fully aware of the type of media you are looking for the second element of you GT explains that within mass communication the audience is responsible for linking the type of media to fit their needs the media itself doesn't look for you instead you as the audience filter through the types of media to fulfill your needs you know when to use your phone for a quick search or maybe to go to the library to find the original source in a textbook the third element explains that media competes with other sources for need satisfaction there are multiple ways for you to satisfy your needs modern media competes with more traditional media for example if you feel like having a good cry you could watch a video of puppies on YouTube or you could pick up a romance novel and have at it both could fulfill the same need the fourth element is all about the audience it explains that audiences have a sense of self-awareness that allows them to share their media experiences as active users of media the audience is aware of their motives and needs most importantly the audience is able to share their overall media experience because of their self-awareness the last element of the uses and gratifications theory explains that the audience not only chooses the information provided but also explores a content on their own terms only the audience is able to apply value judgement to the media because each experience is unique and fulfils different needs now that we have learned all five elements let's recap some important points the uses and gratifications theory was first put forward by Blum ler and cats in 1974 the five major elements the uses and gratifications theory highlight how the audience are active media users instead of passive users you as the audience know exactly what need you are trying to satisfy what media type to satisfy it and each selection is goal oriented this is a user-centered approach to media now let's move on to five needs highlighted by Blum ler and cats audiences have cognitive needs effective needs personal integrative needs social integrative needs and tension-free needs each need is satisfied by different media use let's start with cognitive needs okay remember that time you are talking to your friend about that amazing movie you watch with a great actor and then you realize you couldn't remember the actors name and it was driving you crazy you fulfilled your cognitive need or your need to acquire knowledge by taking out your phone and googling your answer cognitive needs are all about knowledge attainment the second needs are effective needs effective needs are all about emotions sometimes we feel like watching a scary movie or maybe relaxing with a good book when you fulfill your effective needs your satisfying the mood that you're in by using media based on your emotions the third need in you GT is personal integrative need this need is based on self-esteem we tend to connect with characters that are like us and our favorite TV shows are in books this gives us the opportunity to compare status and gain credibility by comparing ourselves to people or situations in media social integrative need is a fourth need presented by this theory as humans we need to socialize with family friends and coworkers today we depend more on social media platforms to stay in touch and find it harder to get together with our busy schedules but media helps mitigate that need with apps like Facebook and Instagram now on to the last need in uses and gratifications Theory tension-free although it would be nice to fly around the world as a way to escape we also use media as a way to relax this need is fulfilled differently for everyone some might find it relaxing to watch a documentary but for others that might cause a little bit of boredom people use media to relieve tension in different ways so what do people do with media why do we choose certain media for different needs the uses and gratifications theory presents five core elements to analyze how the audiences and active user and consumer of multiple media sources bloom alluring casts explain the five major needs for media but remember that these needs are fulfilled differently by everyone the uses and gratifications theory highlights the power behind the audience to choose the media based on personal motives now let's go on to some criticisms of you GT media is powerful critics of the uses and gratifications theory explain that the media can be more powerful than the audience's motives today we have a wide range of media sources this criticism explains that most media that the audience comes across has a specific motive and the user only thinks that they're choosing what to consume the other major criticism of uses and gratifications is that it is individualistic in nature we've talked about how everyone fulfills our needs in different ways this criticism explains that because research can vary depending on the group that is being studied it is extremely difficult to generalize and use to explain phenomenon although there have been various criticisms on the uses and gratifications theory there has been a recent emergence of its application mass media has found new platforms to reach audiences everyone stays connected with their phones tablets and multiple apps to help sylhet 8 communication you GT has recently been used to review the uses of different social networking sites new studies have developed 10 uses and gratifications for social media such as social interaction expression of opinions information sharing and surveillance and watching of others as you can see these new applications have further developed the work by blum learn and cats in today's world we stay connected wherever we go we're able to satisfy our needs at the touch of a button think about how you use media and for what purposes did you click to watch this video for cognitive needs don't forget that the uses and gratifications theory gives you the audience all of the power so now that you're an expert on you GT it's quiz time I'm having a great day today so I think I'll watch my favorite comedy to keep my spirits high what need is based on emotion when you use media based on emotions you're fulfilling your effective need here's your next question is a statement true or false ugt challenges the media effects approach of mass communication it's true remember that you GT places the focus on the audience not the media here is your last question I like to watch shows with characters who share my beliefs what need is based on self-esteem the correct answer is personal integrated needs which help us compare ourselves to our favorite characters and reassure us of our social status well not your communication scholar on uses and gratifications theory if you'd like to do more research search the following references thanks for watching [Music] you [Music]