{ Uses andGratification

U&G theory states what people do with media NOT what media does with people.

Audience plays an active role in choosing and using media in their daily lives.

DEFINITION

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

COGNITIVE NEEDS

AFFECTIVE NEEDS

PERSONAL NEEDS

SOCIAL NEEDS

RELAXATION NEEDS

NEEDS:

Audience is passive: Passive user does not gives reply.

Audience is active: Active user gives reply.

AUDIENCES

INFORMATION / COGNITIVE NEEDS:

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

PERSONAL NEEDS:

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

INTEGRATION AND SOCIAL INTERACTION

Social empathy.

Gaining a sense of belonging.

Finding a basis for conversation and social interaction.

Clarifying social roles.

Enabling connection with family , friends and society.

4 KEY REASONS OF

MEDIA USE

ENTERTAINMENT

Free tension.

Getting aesthetic enjoyment.

Filling time.

Emotional release.

4 KEY REASONS OF

MEDIA USE

The development of newer media:

THE INTERNET

More convenient for audience to satisfy their gratification.

U&G THEORY IN 21ST

CENTURY

OTHER CONCEPTS

Interactivity: multidimensional concepts: amount of choice provided to users, amount of effort users must access to access information ,etc.

Demansification: the control of the individual over the medium.

Asynchroncity: the ability of individuals to send,receive, save or retrieve message at their convenience.

U&G THEORY IN 21ST

CENTURY

THANK YOU!!