Year: 2014
Type: article
Abstract: Uses and Gratifications TheoryMedia, its effects, and how people use media have long been favorite topics for research within both popular and academic circles.There are a plethora of models and theories that has been applied to the study of relationships between people and media (DeFleur & Ball-Rokeach, 1989).One theoretical framework that has been widely applied over the last 70 years is the uses and gratifications theory, an approach that suggests people are active in the selection and use of media to satisfy a range of personal needs.Researchers such as Herzog (1940) and Lazarsfeld (Lazarsfeld & Stanton, 1942) provided much of the pioneering research in the elaboration of uses and gratifications theory and its application to media research.Early researchers applied the theory to the study of specific media such as radio (Herzog, 1940), newspapers (Berelson, 1949), television (Herzog, 1944), and comic books (Wolf & Fiske, 1948) as well as specific content genres-including quiz shows (Herzog, 1940), daytime serials (Herzog, 1944), and music (Suchman, 1942).Unlike other earlier media effects theoretical models, uses and gratifications research concentrates on what audiences do with media rather than what media do to audiences (North, 2000).In contrast, other research often treats audiences as though they were largely passive media receivers, who were significantly affected by media sources (Shannon & Weaver, 1949).Theories such as the "Magic Bullet" theory or "Hypodermic Needle" effect examine how audience members react to messages generated by media sources.In contrast, uses and gratifications research treats
Author: Philip Johnston
Institution: Kent State University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2182933547