2. Uses and Gratification Theory
• “What do people do with media?”
• People choose media to satisfy needs
• Media has a limited effect because of user control
• People are self-aware
4. Assumptions of UGT Theory
• The audience is active and its media use
is goal oriented
• The initiative in linking need gratification
to a specific media choice rests with the
audience member
• The media compete with other sources for
need satisfaction
5. What are our media "needs"?
1. Cognitive Needs- Acquiring information, knowledge, comprehension
2. Affective Needs- Emotional, pleasant, or aesthetic experience
3. Personal Integrative Needs- Enhancing credibility, confidence, and
status
4. Social Integrative Needs- Enhancing connections with family, friends,
and so forth
5. Tension Release Needs- Escape and diversion
7. Uses and Gratification of Text
Messaging Among Undergrads
1. Immediate access & mobility: to be available anywhere, anytime
2. Relaxation: gossip or chat, relieve boredom, pass time
3. Entertainment: games, movies, music
4. Information seeking/coordination : info on restaurants, directions, etc,
setting up meetings
5. Affection/sociability: appreciation, showing care, encouragement, etc
6. Fashion/status: owning a phone because everybody else does.
