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Questions??? <ul><li>Have you ever used  </li></ul><ul><ul><li>Google? </li></ul></ul><ul><ul><li>Facebook? </li></ul></ul...
USES  &  GRATIFICATION THEORY Phạm Lê Diệu Trang – s3311626 Đặng Thanh Thảo – s3298804
Contents <ul><li>Definition </li></ul><ul><li>Historical Background </li></ul><ul><li>4 Key Reasons of Media Use </li></ul...
<ul><li>There are three stages on how media influence the audience: </li></ul><ul><ul><li>Strong </li></ul></ul><ul><ul><u...
<ul><li>U&G theory states  what people do with media  NOT  what media does with people.  </li></ul><ul><li>(Blumler & Katz...
Definition <ul><li>U&G Theory </li></ul><ul><li>Figure 1. Reproduced from: Project Management Course 2009 </li></ul>
<ul><li>Early in the 1920s : is known as the Limited Effects Theory which is against the Mass Society theory. </li></ul><u...
<ul><li>Information: </li></ul><ul><li>Finding for relevant events. </li></ul><ul><li>Seeking advice to solve the matters ...
<ul><li>Personal Identity: </li></ul><ul><li>Finding reinforcement for personal values. </li></ul><ul><li>Finding models o...
<ul><li>Integration & Social Interaction </li></ul><ul><li>Social empathy. </li></ul><ul><li>Gaining a sense of belonging....
<ul><li>Entertainment </li></ul><ul><li>Free tension. </li></ul><ul><li>Getting aesthetic enjoyment. </li></ul><ul><li>Fil...
<ul><li>The development of newer media:  </li></ul><ul><li>The   Internet </li></ul><ul><li>   More convenient for audien...
<ul><li>Other concepts </li></ul><ul><li>Interactivity:  multidimensional concepts: amount of choice provided to users, am...
<ul><li>Current U & G Models   </li></ul><ul><li>+   these other concepts   </li></ul><ul><li>+   new media   </li></ul><u...
Conclusion
<ul><li>Blumler, J.G. & Katz, E 1974,  The uses of mass communications: Current perspectives on gratifications research,  ...
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  1. 1. Questions??? <ul><li>Have you ever used </li></ul><ul><ul><li>Google? </li></ul></ul><ul><ul><li>Facebook? </li></ul></ul><ul><ul><li>YouTube? </li></ul></ul><ul><li>Yes! </li></ul><ul><li>Active audience! </li></ul>
  2. 2. USES & GRATIFICATION THEORY Phạm Lê Diệu Trang – s3311626 Đặng Thanh Thảo – s3298804
  3. 3. Contents <ul><li>Definition </li></ul><ul><li>Historical Background </li></ul><ul><li>4 Key Reasons of Media Use </li></ul><ul><li>U & G Theory in the 21 st century </li></ul><ul><li>Conclusion </li></ul>
  4. 4. <ul><li>There are three stages on how media influence the audience: </li></ul><ul><ul><li>Strong </li></ul></ul><ul><ul><ul><li>Supported by: Agenda-setting theory, Magic Bullet theory, Propaganda. </li></ul></ul></ul><ul><ul><li>-> audience is passive </li></ul></ul><ul><ul><li>Medium </li></ul></ul><ul><ul><ul><li>Supported by: Two-flow step theory. </li></ul></ul></ul><ul><ul><li>Weak </li></ul></ul><ul><ul><ul><li>Supported by: Uses and gratification theory. </li></ul></ul></ul><ul><ul><li>-> audience is active </li></ul></ul>Definition
  5. 5. <ul><li>U&G theory states what people do with media NOT what media does with people. </li></ul><ul><li>(Blumler & Katz 1974) </li></ul><ul><li>-> audience plays an active role in choosing and using media in their daily lives. </li></ul>Definition
  6. 6. Definition <ul><li>U&G Theory </li></ul><ul><li>Figure 1. Reproduced from: Project Management Course 2009 </li></ul>
  7. 7. <ul><li>Early in the 1920s : is known as the Limited Effects Theory which is against the Mass Society theory. </li></ul><ul><li>1940s: officially started with the name U&G Theory. </li></ul><ul><li>1960s – 1990s: the development of U&G theory with supports from theorists. </li></ul>Historical Background
  8. 8. <ul><li>Information: </li></ul><ul><li>Finding for relevant events. </li></ul><ul><li>Seeking advice to solve the matters and make decisions. </li></ul><ul><li>Satisfying curiosity and general interest. </li></ul><ul><li>Self-education. </li></ul><ul><li>Gaining a sense of security through knowledge. </li></ul>4 Key Reasons of Media Use
  9. 9. <ul><li>Personal Identity: </li></ul><ul><li>Finding reinforcement for personal values. </li></ul><ul><li>Finding models of behavior. </li></ul><ul><li>Identifying with valued other (in the media). </li></ul><ul><li>Gaining insight into one’s self. </li></ul>4 Key Reasons of Media Use
  10. 10. <ul><li>Integration & Social Interaction </li></ul><ul><li>Social empathy. </li></ul><ul><li>Gaining a sense of belonging. </li></ul><ul><li>Finding a basis for conversation & social interaction. </li></ul><ul><li>Clarifying social roles. </li></ul><ul><li>Enabling connection with family, friends and society. </li></ul>4 Key Reasons of Media Use
  11. 11. <ul><li>Entertainment </li></ul><ul><li>Free tension. </li></ul><ul><li>Getting aesthetic enjoyment. </li></ul><ul><li>Filling time. </li></ul><ul><li>Emotional release. </li></ul><ul><li>Sexual arousal. </li></ul>4 Key Reasons of Media Use
  12. 12. <ul><li>The development of newer media: </li></ul><ul><li>The Internet </li></ul><ul><li> More convenient for audience to satisfy their gratification </li></ul>U & G Theory in 21 st century
  13. 13. <ul><li>Other concepts </li></ul><ul><li>Interactivity: multidimensional concepts: amount of choice provided to users, amount of effort users must access to access information, etc </li></ul><ul><li>Demassification: the control of the individual over the medium </li></ul><ul><li>Asynchroneity: the ability of individuals to send, receive, save or retrieve message at their convenience. </li></ul>U & G Theory in 21st century
  14. 14. <ul><li>Current U & G Models </li></ul><ul><li>+ these other concepts </li></ul><ul><li>+ new media </li></ul><ul><li>+ evolving psychological, sociological, cultural context </li></ul><ul><li>= A HIGHLY SERVICEABLE theory for the 21 st century </li></ul>U & G Theory in 21st century
  15. 15. Conclusion
  16. 16. <ul><li>Blumler, J.G. & Katz, E 1974, The uses of mass communications: Current perspectives on gratifications research, Beverly Hills, CA. </li></ul><ul><li>Ruggiero T 2000, ‘Uses and Gratifications Theory in the 21st century’, Mass communication & Society , pp.3-37. </li></ul><ul><li>Project Management Course 2009, ‘Maslow Hierarchy of Needs, image, Project Management Course, viewed 26 July 2011, <http://www.abraham-maslow.com/m_motivation/Hierarchy_of_Needs.asp> </li></ul>References
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