The document discusses the Uses and Gratifications theory of mass media. It outlines that this theory emerged in the 1940s-1970s as an alternative to theories that viewed audiences as passive. Uses and Gratifications posits that audiences are active and make choices about media based on needs and interests. Katz, Blumler, and Gurevitch refined the theory in 1974, identifying five categories of needs that drive media use: cognitive, affective, personal integrative, social integrative, and tension release. The theory examines why people choose certain media and what fulfillment they receive from it.

1. Uses and GratificationsUses and Gratifications
Maria KalyvakiMaria Kalyvaki

2. Previous theoriesPrevious theories
– This model was used from the
1920's to the 1940's.
– It supports the theory that
media has powerful effects
on people, exemplified by the
"hypodermic needle" and
"bullet theory" models, which
view media as aimed at a
passive audience.
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3. Uses and Gratifications theoryUses and Gratifications theory
– Uses and gratifications approach
became prevailing in the late 1950s
till 1970s when television grew up.
– Dating back to the 1940s,
researchers became interested in
the reasons to viewing different
radio programmes, such as soap
operas and quizzes, as well as daily
newspaper (Lazrsfeld & Stanton,
1944, 1949; Herzog, 1944; Warner
& Henry, 1948; etc.).
– Though the theory was first
introduced by researchers in the
1940s, it was refined by Katz,
Blumler and Gurevitch in their
book The Use of Mass
Communication, which was
published in 1974.
Elihu Kaltz
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4. Uses and gratifications researchUses and gratifications research
“Uses and gratifications” asks
why people attend to media
content and what they get from
it.
– The common-sense theory is
that people seek out media
that satisfy their wants
and/or needs.
– U&G research tries to build
up a list of different types of
gratifications for the
provision of which, people
turn to certain media
content. The goal is to match
media and content to
gratifications
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5. Why do people use media and whatWhy do people use media and what
do they use them for?do they use them for?
There exists a basic idea in
this approach:
- audience members know
media content,
- and which media they can
use to meet their needs.
- It suggests that people’s
needs influence what media
they would choose, how
they use certain media and
what gratifications the
media give them.
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ome/composite.jpg

6. Uses and Gratifications ApproachUses and Gratifications Approach
Assumes that differences
among audience members
cause each person to:
Seek out different messages
Use those messages
differently
Respond to them differently
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/remote.jpg

7. TheThe theorytheory framework of Katz, Blumler, and Gurevitchframework of Katz, Blumler, and Gurevitch
in 1974 for understanding the correlation betweenin 1974 for understanding the correlation between
media and audiences:media and audiences:
• The audience is conceived as active,
• In the mass communication process much initiative in liking
need gratification and media choice lies within the audience
member
• The media compete with other sources of need satisfaction.
• Methodologically speaking, many of the goals of mass media
use can be derived from data supplied by individual audience
members themselves
• Value judgments about the cultural significance of mass
communication should be suspended while audience
orientations are explored on their own terms.

8. Katz, Gurevitch and Haas (197Katz, Gurevitch and Haas (19744) developed 35 needs) developed 35 needs
taken from thetaken from the socialsocial andand psychologicalpsychological functions of thefunctions of the
mass media and put them into five categories:mass media and put them into five categories:
Cognitive needs, including acquiring information, knowledge
and understanding;
Affective needs, including emotion, pleasure, feelings;
Personal integrative needs, including credibility, stability,
status;
Social integrative needs, including interacting with family and
friends; and
Tension release needs, including escape and diversion.

9. The main areas that are identified in thisThe main areas that are identified in this
model are:model are:
• a) the need for information about
our geographical and social world
(news and drama)
• b) the need for personal identity,
by using characters and
personalities to define our sense
of self and social behaviour (film
and celebrities)
• c) the need for social interaction
through experiencing the
relationships and interaction of
others (soap lives and sitcom)
• d) the need for entertainment
and diversion by using the media
for purposes of play and filling
time (game shows and quizzes).

10. McQuail (1994) added another dimension to thisMcQuail (1994) added another dimension to this
definition. He states:definition. He states:
“Personal social circumstances and psychological
dispositions together influence both … general habits
of media use and also … beliefs and expectations
about the benefits offered by the media, which
shape ... specific acts of media choice and
consumption, followed by ... assessments of the
value of the experience (with consequences for
further media use) and, possibly ... applications of
benefits acquired in other areas of experience and
social activity” (p. 235).

11. The use of the theory “Uses and gratifications”The use of the theory “Uses and gratifications”
If we can determine what people are looking
for, we can better provide content that will
satisfy their needs and interests

12. With this theory we can explain three things:With this theory we can explain three things:
How the media are used by consumers to
satisfy their needs
The motives for media choices and usage
patterns
The media functions for individuals based on
their personal needs, motives, and
communication behaviours.

13. Here are some examples of the uses to whichHere are some examples of the uses to which
thethe media are put:media are put:
Getting the "news"
Getting information about available products and
services
Starting the day in the morning or ending it at night
Establishing common topics to talk about with
friends
Creating a substitute for having friends
Providing a way to feel connected to other members
of the audience
Providing a way to escape from the day's problems
and worries
Hearing someone else support our own values and
opinions.

14. Thank you for your attention!!!
Greek:
Ευχαριστώ για την προσοχή σας!!!