Klik disini -> 🦒 Uses And Gratification Theory Explained

The uses and gratifications theory seeks to understand why people look for certain media outlets and what they use those media outlets for. It differs from other theories that study the effect of media in that it is pretty much saying that instead of people and individuals being passive consumers of media, it is assumed that they themselves

Uses and Gratification Theory is rooted in traditional mass communication research on how a specific media is sought and selected in order to provide their needs (Katz, Blumler, and Gurevitch

This study, drawing from uses and gratifications theory (Herzog 1944; McGuire 1974), attempted to explore the influences of informativeness, entertainment, and irritation on various online consumer behaviors such as attitude toward the Web, Web usage, and Web satisfaction. ^{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-}

The Uses and Gratification theory discusses the effects of the media on people. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people.

Uses and Gratifications (U & G) theory parts ways with the "hypodermic needle" approach, as developed by Gerbner and colleagues. This approach assumed a homogenous One of the central premises of U & G is that in order to explain the effects of media use, the motivation and behaviour of the individual must be understood (Rubin, 1993). In

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uses and gratification theory explained