The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.

1. Questions??? Have you ever used Google? Facebook? YouTube? Yes! Active audience!

2. USES & GRATIFICATION THEORY Phạm Lê Diệu Trang – s3311626 Đặng Thanh Thảo – s3298804

3. Contents Definition Historical Background 4 Key Reasons of Media Use U & G Theory in the 21 st century Conclusion

4. There are three stages on how media influence the audience: Strong Supported by: Agenda-setting theory, Magic Bullet theory, Propaganda. -> audience is passive Medium Supported by: Two-flow step theory. Weak Supported by: Uses and gratification theory. -> audience is active Definition

5. U&G theory states what people do with media NOT what media does with people. (Blumler & Katz 1974) -> audience plays an active role in choosing and using media in their daily lives. Definition

6. Definition U&G Theory Figure 1. Reproduced from: Project Management Course 2009

7. Early in the 1920s : is known as the Limited Effects Theory which is against the Mass Society theory. 1940s: officially started with the name U&G Theory. 1960s – 1990s: the development of U&G theory with supports from theorists. Historical Background

8. Information: Finding for relevant events. Seeking advice to solve the matters and make decisions. Satisfying curiosity and general interest. Self-education. Gaining a sense of security through knowledge. 4 Key Reasons of Media Use

9. Personal Identity: Finding reinforcement for personal values. Finding models of behavior. Identifying with valued other (in the media). Gaining insight into one’s self. 4 Key Reasons of Media Use

10. Integration & Social Interaction Social empathy. Gaining a sense of belonging. Finding a basis for conversation & social interaction. Clarifying social roles. Enabling connection with family, friends and society. 4 Key Reasons of Media Use

11. Entertainment Free tension. Getting aesthetic enjoyment. Filling time. Emotional release. Sexual arousal. 4 Key Reasons of Media Use

12. The development of newer media: The Internet  More convenient for audience to satisfy their gratification U & G Theory in 21 st century

13. Other concepts Interactivity: multidimensional concepts: amount of choice provided to users, amount of effort users must access to access information, etc Demassification: the control of the individual over the medium Asynchroneity: the ability of individuals to send, receive, save or retrieve message at their convenience. U & G Theory in 21st century

14. Current U & G Models + these other concepts + new media + evolving psychological, sociological, cultural context = A HIGHLY SERVICEABLE theory for the 21 st century U & G Theory in 21st century

15. Conclusion

16. Blumler, J.G. & Katz, E 1974, The uses of mass communications: Current perspectives on gratifications research, Beverly Hills, CA. Ruggiero T 2000, ‘Uses and Gratifications Theory in the 21st century’, Mass communication & Society , pp.3-37. 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> References