The gratification theory

Theory

1. The Gratification Theory

2. What is it? The Uses and gratifications theory is a study to understand why and how people actively seek out specific media to satisfy specific needs. UGT is an audience orientated approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people ?", similarly the UGT focuses on "what do people do with media ?” This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of UGT is: Why do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape . It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification

3. Modern applications of uses and gratifications research Mobile phone usage Mobile phones, a comparatively new technology, have many uses and gratifications attached to them. Due to their nature of mobility, easy access , and options to both add and access content, this field is expanding with new research on the motivations behind using mobile phones. In general, people use mobile phones for the following uses and gratifications[13] Affection/sociability Entertainment Instrumentality Psychological reassurance Fashion/status Mobility Immediate access Uses and gratifications do, however, differ based on location and audience: Using mobile phones on buses, cars, and trains is related to the UG of mobility and immediate access Talking to business partners is related to the UG of instrumentality Talking to family members is related to the UG of mobility and affection The specific function of text messaging has been studied[14] to find its uses and gratifications and explore any potential gender differences. The researchers proposed seven uses and gratifications; they are listed below, from highest to lowest ranked according to the study's results: Accessibility/mobility Relaxation Escape Entertainment Information seeking Coordination for business Socialization/affection seeking Status seeking

4. The four basic needs DIVERSION - A need for escapism, how individuals will shy away from reality and become lost in a media source. This can be seen in religiously watching a television series or creating fake accounts to be seen with a different image. RELATIONSHIPS - This refers to using the media to fulfil the need for companionship. This is seen when individuals use the media to connect or start online relationships via games, dating sites and social media. PERSONAL IDENTITY- The use of the media to seek personal information like family tree organisations or general information about foreign homelands. SURVEILLANCE - A way to literally follow celebrities and other idols on social media to understand the latest trends.

5. Heuristic approach of the theory Katz, Blumler , and Gurevitch synthesised that UGT's approach was mainly looking at "the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure (or engagement in other activities), resulting in need gratifications and other consequences, perhaps mostly unintended ones ." According to Katz, Blumler and Gurevitch's research there were five components comprising the Uses and Gratifications Approach. The components are : 1.The audience is conceived as active. 2.In the mass communication process, much initiative in linking gratification and media choice lies with the audience member. 3.The media compete with other sources of satisfaction. 4.Methodologically speaking, many of the goals of mass media use can be derived from data supplied by individual audience members themselves. 5.Value judgments about the cultural significance of mass communication should be suspended while audience orientations are explored on their own terms. According to the research, goals for media use can be grouped into five uses. The audience wants to: 1.be informed or educated 2.identify with characters of the situation in the media environment 3.simple entertainment 4.enhance social interaction 5.escape from the stresses of daily life

6. Visual representation