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Media theories

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Media Theories By Lewis Howard
Uses and Gratifications Theory • Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. • UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?" Relaxation Entertainment Fashion Inclusion Affection Sociability Escape
Maslow’s Hierarchy of Needs theory • Maslow (1943) stated that people are motivated to achieve certain needs. When one need is fulfilled a person seeks to fullfil the next one, and so on.

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Media theories

  • 2. Uses and Gratifications Theory • Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. • UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?" Relaxation Entertainment Fashion Inclusion Affection Sociability Escape
  • 3. Maslow’s Hierarchy of Needs theory • Maslow (1943) stated that people are motivated to achieve certain needs. When one need is fulfilled a person seeks to fullfil the next one, and so on.