It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.

1. USES AND GRATIFICATIONS
THEORY
Dr. J. JANARDHAN

2. USES AND GRATIFICATIONS
 Elihu Katz, Dennis McQuails & Michael Gurevitch
introduced term ‘Uses and gratification’
Earlier, all the theories were explained about ‘media had
the effects on people’
But, ‘Uses and Gratification theory’ explains of how
people use media for their need and gratification

3. USES AND GRATIFICATIONS
 It talks about ‘what people do with media’ rather than
‘what media does to people’
 It is contradictory to the ‘magic bullet theory’ which states
audience is passive

4. USES AND GRATIFICATIONS
 Its user/audience centric approach theory
 They gain more knowledge by using media for reference

5. GRATIFICATIONS
 There are several needs and gratification for people
 Categorized into five categories.
 Cognitive needs
 Affective needs
 Personal Integrative needs
 Social Integrative needs
 Tension free needs

6. COGNITIVE NEEDS
 People use media for acquiring knowledge
 Some of them have intellectual needs
 It is not common to all
 Only certain people have their own needs
 Each person have a different need for E.g.: quiz programs, KBC

7. AFFECTIVE NEEDS
 It includes all kinds of emotions, pleasure and other
moods of the people
 People use media to satisfy their emotional needs
 People watch serials and react accordingly to the emotions
carried in the programmes
 ( E.g.:Satamanambhavati Anthyakshari scene)
 https://www.youtube.com/watch?v=9K4ZlGpRIZA

8. PERSONAL INTEGRATIVE NEEDS
 This is the self-esteem need
 People use media to get confidence, gain credibility and
stabilize
 People watch TV and assure that they have a status
Ex: People get to improve their status by watching media
advertisements buy products
People change their life style and media helps them to do so.

9. SOCIAL INTEGRATIVE NEEDS
 It encompasses the need to socialize
 Presently, People do not seems to have social gathering
 Having social interaction using digital media to satisfy
their need.

10. TENSION FREE NEEDS
 People use the media as a means of escapism and to
relieve from tension
 The needs are individual in nature, and how u satisfies the
need is individualistic
 Taking TV today, most people watch reality shows

11. TENSION FREE NEEDS
 Because, It is more realistic, For entertainment, Interesting
 New concepts/ innovative
 In a way you can participate, Controversy, people crying
 Sensationalism

12. GOALS OF MEDIA
 To be informed or educated & entertained
 To develop social interaction
 To feel connected with the situations and characters
emotionally
 To escape from real life situations
 Other goals are nature, psychological comfort, fashion,
status, access to information, cognitive needs, etc.

13. CRITICISM
 This theory does not consider the power of media
 More audience-centered
 The theory ignores the use of media in social structures
 Audience might not always be active
 The theory does not show media as important
 Positively, it focuses attention on individuals in the mass
communication process

14. 
THANK YOU