In short, uses and gratification theory can be explained as how users use media actively to fulfil their needs and gratification, and it is contrastly to the magic bullet theory which states the audience is passive and vulnerable. Uses and gratification has 3 assumptions. Firsly, the audience play an active role in choosing the media preferred. Uses and gratifications theory. Uses and gratification theory is the widely used theoretical framework to understand why people use a particular media. It focuses on the motives for media use and factors that influence the motives and outcomes of media-related behaviour (Papacharissi & Rubin, 2000). Uses and Gratification Theory. The Uses and Gratification Theory propounded by Elihu Katz, Jay Blumler and Michael Gurevitch in 1974 was used. Uses and Gratifications approach prevailed between the 1950s and 1970s when television gained high acceptability. Most of the theories on media explain the effects media have on people. According to
standing of their social environment. The uses and gratification theory proved thereby to be an adequate background for the analysis of the results. Key words: uses and gratification theory, Facebook, adolescents, social network sites, social media Introduction Due to a dynamic development of the Web 2.0 and new trends in the social me-

Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research.

The uses and gratifications theory is perhaps one of the most reinvented communication theories, due to the accelerated technological innovations that have been influencing ways of Several theories have been proposed to explain the relationship between communication and music, as well as the wide range of dimensions and theoretical concepts

AUDIENCE THEORY/MEDIA EFFECTS: USES AND GRATIFICATION THEORY EXPLAINED We consume media texts to satisfy the following needs:- Cognitive needs- Affective ne
By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. This paper seeks to provide a better and more comprehensive understanding of why consumers use social media., - Exploratory study was conducted. 25 in‐depth interviews were conducted with

The uses and gratifications theory is based on the idea that media audiences are active rather than passive, meaning they do not only receive information, but also unconsciously attempt to make sense of the message in their own context (Peirce, 2007). Uses and gratifications also seeks to explain what combinations of attributes in media

.
  • 1ia5bvw3yf.pages.dev/597
  • 1ia5bvw3yf.pages.dev/808
  • 1ia5bvw3yf.pages.dev/408
  • 1ia5bvw3yf.pages.dev/790
  • 1ia5bvw3yf.pages.dev/228
  • 1ia5bvw3yf.pages.dev/452
  • 1ia5bvw3yf.pages.dev/872
  • 1ia5bvw3yf.pages.dev/173
  • 1ia5bvw3yf.pages.dev/246
  • 1ia5bvw3yf.pages.dev/133
  • 1ia5bvw3yf.pages.dev/57
  • 1ia5bvw3yf.pages.dev/12
  • 1ia5bvw3yf.pages.dev/899
  • 1ia5bvw3yf.pages.dev/430
  • 1ia5bvw3yf.pages.dev/738

    • uses and gratification theory explained