Downloaded 19 times
Uploaded byJanardhan Juvvigunta
Uses and gratification model
The uses and gratifications theory, introduced by Katz, McQuail, and Gurevitch, focuses on how individuals actively use media to fulfill various needs rather than being passive recipients of media influence. It categorizes needs into five types: cognitive, affective, personal integrative, social integrative, and tension free needs, highlighting the diverse reasons people engage with media for knowledge, emotional satisfaction, self-esteem, social interaction, and escapism. While it emphasizes the audience's active role, the theory faces criticism for downplaying media's power and influence within social structures.
More Related Content
Similar to Uses and gratification model
More from Janardhan Juvvigunta
Uses and gratification model
- 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 areseveral 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 Peopleuse 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 Itincludes 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 theorydoes 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.