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	Uses and gratifications - Wikipedia, the free encyclopedia
		Uses and gratifications, also known as usage and gratifications or needs and gratifications, is not a single approach but a body of approaches to media analysis that developed out of many varied empirical studies, beginning in the mid 20th century.
		The basic tenet of uses and gratifications (called UG for short) is that people are not helpless victims of all powerful media, but use media to fulfil their various needs.
		Gratifications obtained should correspond with gratifications sought for the media to be able to meet the needs of the users.
	en.wikipedia.org /wiki/Uses_and_gratifications (159 words)

	Uses and Gratifications
		Uses and gratifications theory was first developed in the early 1940s by theorists such as Herta Herzog (1942) and Paul Lazarsfeld (1944) as they studied radio listeners, and was an early response to the Magic Bullet Theory.
		Uses and gratifications asks who is using media, how much these individuals consume, what type of media they use, and when they are using it.
		Using both the objectives of the research and the findings therien, theorists were able to formulate both the positive and negative consequences of individual media use, such as: interpersonal effects, physical effects emotional effects, cognitive effects and behaviorial effects.
	www.colostate.edu /Depts/Speech/rccs/theory15.htm (682 words)

	Uses
		The Uses and Gratifications Approach views the audience as active, meaning that they actively seek out specific media and content to achieve certain results or gratifications that satisfy their personal needs.
		The criteria that seems to be appropriate for the Uses and Gratifications Approach and The Dependency Theory seems to be logic, consistency, testability, and simplicity.
		The Uses and Gratifications Approach and The Dependency Theory were two theories that brought forth a new genre of ideas and aspects of cognition to mass communication.
	zimmer.csufresno.edu /~johnca/spch100/7-4-uses.htm (1602 words)

	Literature Review
		Uses and gratifications theory, first advanced in the 1940s by Lazarsfeld and Stanton (1944), attempts to explain the reasons people use mass media and the different types of gratification they receive from it.
		While uses and gratifications theory attempts to explain the reasons people use mass media and the gratifications they receive, the researchers of this Capstone project feel the principles of the theory can be applied to explain why many military commanders do not support public affairs operations.
		Using leadership behavior as the independent variable and individual or group outcomes as the dependent variables, Nebecker and Mitchell (1974) studied supervisors from three U.S. Navy air squadrons, 50 county supervisors, and their subordinates using an 11-point Likert scale survey.
	www.ou.edu /deptcomm/dodjcc/groups/00B2/LitReview.htm (3357 words)

	Why people watch TV
		The basic principle of uses and gratifications refers to why people use certain media rather than what they use, or for the purpose of this essay, why people watch television rather than what they watch on television.
		Uses and gratifications can be seen as what people do with media, rather than what media do to people.
		Uses and gratifications has been criticised as being 'vulgar gratificationism', that it is individualistic i.e.
	www.aber.ac.uk /media/Students/dzj9401.html (4366 words)

	Uses and Gratifications of the Web among Students
		As an "active audience" theory, uses and gratifications provides a vantage point from which to look at the ways that audiences respond to the breadth and depth of information that is made available by these new media.
		Use of non-probabilistic sampling for schools chosen and self-selection of students taking the computer-administered surveys are acknowledged as restricting the generalizability of this study.
		Unlike uses and gratifications studies of other media, use of the WWW, especially in a school setting, is a mixture of uses motivated by personal interest as well as those prescribed by authority figures.
	jcmc.indiana.edu /vol6/issue1/ebersole.html (6467 words)

	mass media: uses and gratifications
		Instrumental TV viewing involves using TV in a purposive fashion to satisfy certain needs and may direct the viewer towards specific areas of television content which can best provide whatever it is he or she is looking for from television.
		Ritualistic use of television, on the other hand, tends to embody broader sets of needs such as to be entertained or amused, to relax or to be aroused, which are less often associated with watching particular types of programmes.
		Uses and gratifications research has developed in a variety of different directions over the years.
	www.cultsock.ndirect.co.uk /MUHome/cshtml/media/ugdetail.html (302 words)

	Digital Library
		This study examined the applicability of the uses and gratifications paradigm to predict level of older adult participation in a modern electronic communication mode.
		This information determined if a theoretical framework of uses and gratifications explains a significant amount of variance in a measure of frequency of participation in online networking, the separate and collective effects of these predictors on frequency of use, and the correlation among uses and gratifications and demographic predictors.
		This study demonstrated two things (a) a uses and gratifications model of media use can predict CMC use; and (b) much more research is needed exploring how the elderly use information technology.
	www.aace.org /DL/search/Administrator/view.cfm?id=11533 (222 words)

	Public Affairs Personnel Perspective: Literature Review
		Uses and gratification theory, first identified in the 1940s by Lazarsfeld and Stanton (1944), attempts to explain why mass media is used and the types of gratification that media generates.
		Rubin (1986) also believes uses and gratifications research will be best served by continuing to explore and explain the specific links among attitudes, motives, behavior, and communication effects.
		The uses and gratifications theory can be applied to the relationship between Public Affairs officers and the media.
	www.ou.edu /cas/deptcomm/dodjcc/groups/00C1/lit.htm (1230 words)

	A Social Cognitive Explanation of Internet Usage: Toward a New Theory of Media Attendance
		Unsuccessful attempts by Uses and gratifications researchers (Babrow and Swanson, 1988) to distinguish the predictive power of outcome expectations (derived from a related theory, the Theory of Planned Behavior, Ajzen, 1985) from gratifications perhaps indicated that the two are related constructs.
		The usual procedure for analyzing gratifications in the Uses and gratifications tradition is to conduct an exploratory factor analysis of the gratification items.
		Using dimensions that paralleled those common to Uses and gratifications studies of the Internet, but changing the conceptual and operational focus from gratifications sought to outcomes expected, resulted in explaining nearly three times the variance in Internet usage previously reported (e.g., 9 percent for Papacharissi and Rubin, 2000, compared to 28 percent here).
	www.msu.edu /~larose/ica03post.htm (7023 words)

	mass media: uses and gratifications - criticism
		the uses and gratifications approach starts from the view that the media are always functional to people and may thus implicitly offer a justification for the way the media are currently organized.
		To divorce it from its social context and to focus on the individual's gratification is to disregard questions of ideology and hegemony, which have been paramount preoccupations of cultural studies researchers for many years.
		Ang's emphasis on the meanings which people get out of their media use, rather than merely the gratification they seek and obtain is reminiscent of the so-called New Audience Research, which is dealt with in the section on 'recent developments'.
	www.cultsock.ndirect.co.uk /MUHome/cshtml/media/ugcrit.html (322 words)

	functional home
		Evolving from idea of Functional Theory came the Uses and Gratifications approach in the late 1950's to early 1960's.
		The Uses and Gratifications approach became a theory in it own right, thanks to the continued research and work of Elihu Katz and Jay G. Blumler, who published a collection of essays dealing with uses and gratifications in 1974 called The Uses of Mass Communication.
		Audience gratification came from three areas, media content, exposure to media, and the social context pertaining to the specific media the audience is exposed to.
	www.ciadvertising.org /studies/student/99_fall/theory/maddux/uses.htm (385 words)

	Broadcaster/Web
		The gratifications the audience may be seeking are best understood in terms of two or three major motivations, such as faith, community, and religious belief, which drive their selection of media content.
		Uses and gratifications perspectives are borrowed from the areas of sociology and psychology.
		Uses and gratifications formulation suggests that audiences tend to use those media that serve a purpose in their lives.
	faculty.leeu.edu /~mlaney/broadcaster_web.html (7515 words)

	Mike's Dissertation: Chapter 2
		The latter perspective, commonly referred to as the "uses and gratifications" model, assumes that the information receiver, or "user," is selective in what he or she is exposed to, what is perceived, and what is retained.
		The uses and gratifications approach (Blumler and Katz, 1974; McQuail, 1984; McQuail, 1987) postulates that people actively select their media use habits on the basis of social or psychological disposition, assessments of the value of media use, and beliefs and expectations about possible benefits of such use.
		Another criticism has been that uses and gratifications theory has a strong functionalist influence and that a conservative social model drives the perspective to ignore processes and effects which are not beneficial to the system.
	research.haifa.ac.il /~jmjaffe/Dissert/LitRev.html (9088 words)

	[No title]
		Rubin and Rubin begin with an explanation of the Uses and Gratifications perspective and its basic components, which they argue can be applied beyond its traditional application to the mass communication realm into that of personal interaction.
		Rubin and Rubin identify and focus on two interpersonal communication dimensions that are represented in Uses and Gratifications including the notion of interpersonal channels as functional alternatives to media use, and second the individual’s needs and motives for the use of media.
		The Uses and Dependency Model is introduced as a close variation of the Uses and Gratifications perspective and states that the more an individual begins to rely on a single channel of communication, the more predictable the outcome of communication becomes.
	www.ilstu.edu /~posull/c492web/abstracts/no25.doc (514 words)

	CIOS -
		Employing a "uses and gratifications" framework, Susan Mings found evidence to support that peoples' uses and gratifications from online newspapers correlate to their uses and gratifications from print newspapers and that their uses of online newspapers correlate to their gratifications.
		The study is grounded in the audience-centered theoretical tradition of media uses and gratifications.
		Central tenets of uses and gratifications theory of media consumption are then summarized.
	www.cios.org /www/ejc/v7n397.htm (799 words)

	AoIR Abstract
		Using the theoretical perspective of uses and gratifications, this study will seek the motivations of Polish bloggers.
		Uses and gratifications (Katz, Blumler, & Gurevitch, 1974; McQuail, Blumler, and Brown, 1972) provides a framework covering "a broad variance of media effects including knowledge, dependency, attitudes, perceptions of social reality, agenda setting, discussion, and politics" (Ruggerio, 2000, p.
		Uses and gratifications is designed to get at the needs a particular mass medium provides its users (Blumler & Katz, 1974).
	gsb.haifa.ac.il /~sheizaf/AOIR5/199.html (668 words)

	T101: Living in the Information Age
		The paper, 3-4 pages, double-spaced and stapled, should be a thoughtful analysis of the uses and gratifications received from communications technology in your daily life.
		The concept of media "uses and gratifications" has been discussed in class and is detailed in the reading for Week 5 to provide you with an analytical basis for reflecting on your media and technology use.
		Specifically, the assignment should (a) enhance your awareness of the uses, functions, and gratifications of communications technology use, and (b) serve as a vehicle for self-discovery whereby you closely examine taken-for-granted aspects of your personal media technology dependency.
	www.indiana.edu /~hotmedia/mDiary.html (517 words)

	Zach's T101 Home Page - Media Comparison Paper (Site not responding. Last check: 2007-10-10)
		Uses and gratification is a particular theory in media research.
		Werner Severin and James Tankard support this idea in their article “Uses of the Mass Media.” In this article they claim that “people recognize that awareness of public affairs [is] of value in conversations” (“Uses of” 36).
		This kind of gratification is different from the social gratification concept in that the subject receives gratification which is beneficial to him alone.
	www.cs.indiana.edu /~zmcmahon/classes/t101/webpage/t101/mcpaper.html (2354 words)

	A Uses and Gratifications Theory of Internet Campaigning
		The special nature of 1999 elections, separated from national office campaign forces among other things, brings more confirmation to the uses and gratifications theory proposed by Sadow and James when used as part of a longitudinal investigation that produces results consistent with the evolution of such a theory.
		Another would be that, as use of the Web in campaigning became increasing less esoteric and more in the arsenal of candidates and consultants who want to fall back upon a theory of this mode of electioneering (see Cornfield, 2000), Internet campaigning should Aflatten out@ across offices and level of government from the top down.
		Until that time, the uses and gratifications model holds, and use of the Internet as a campaign tool, as far as political communication goes, will resemble current methods -- a square peg in a round hole without any revolutionary effects in electioneering.
	people.uis.edu /jsado1/uis/cwsp/apsa00.htm (2011 words)

	[No title]
		Classifying Individual Needs and Media Uses A. Basic "uses and gratifications" theory assumptions 1) The audience is active, and mass media use is goal directed 2) The link between specific media choices and need gratification is established by audience members drawing their own conclusions.
		Results- "media gratifications are primarily the result of the social situation and background factors, and may depend more on habit than on internalized need states." IV.
		Conclusions A. The Uses and Gratifications approaches reminds us that people use media for many purposes B. As media users become increasingly confronted with choices, this approach should direct our attention to the audience or users of mass media.
	cda.mrs.umn.edu /~burkebr/spch3710ch15.txt (515 words)

	Web Radio: Possibilities, Opportunities, and Pitfalls
		One of the major assumptions of the uses and gratifications perspective is that of an active audience, an audience that does not merely absorb and accept any and all messages disseminated via the mass media.
		According to Katz and Foulkes (1962), the uses and gratifications "approach proceeds from the assumption that the social and psychological attributes of individuals and groups shape their use of the mass media rather than vice versa.
		For example, McQuail (1984) wrote that uses and gratifications "derives from a conviction that what is central for mass communication is not message-making or sending and not even the messages themselves, but the choice, reception and manner of response of the audience (p.
	tigger.uic.edu /~rebecca/weblit.html (1583 words)

	AoIR Abstract
		To examine this linkage, we used the framework of the "Uses and Gratifications" theory, often mentioned when new media developments gain scholars attention, and apparently a dominant and influential perspective in media and user studies (Liebes, 2003).
		Hypotheses were partly confirmed; the level of gratifications expectations did not relate significantly to the level of interactivity, so hypothesis H1 cannot be confirmed.
		Contrary to most of the Uses & Gratification studies, we suggest that studies using this framework should not try to measure the objective factors and products of the process; rather they should examine the subjective expectations and perception of gratifications.
	gsb.haifa.ac.il /~sheizaf/AOIR5/77.html (857 words)

	Stromer (Site not responding. Last check: 2007-10-10)
		That theory is uses and gratifications, a useful approach for helping to explain the process of media use and the needs such use satisfies.
		Although uses and gratifications arose as a theory to help explain mass media use, it can be applied to aid in understanding of how and why people use the Internet.
		This paper maps out uses and gratifications theory, how it was applied to older media, criticisms of the theory, and how it can be revised to theorize Internet use.
	aoir.org /2002/program/stromer.html (200 words)

	IT&Society
		Reanalyzing these same data using odds ratios indicates that computer ownership and Internet use may actually be spreading less quickly among poorer households than among richer households.
		For instance, those who are young and high in socioeconomic status are most likely to use the Internet to satisfy their motivations strategically and to gain the desired gratifications.
		Using several nationally representative surveys of American adults, this study tracks gender, education and computer access and use from 1983 to 2000, and Internet access and use from 1995 to 2000.
	www.stanford.edu /group/siqss/itandsociety/v01i04.html (1175 words)

	shining‧taphy: W3-Uses and Gratifications for the Internet (Site not responding. Last check: 2007-10-10)
		Users take an active part in the communication process and are goal oriented in their media use.
		Uses and gratifications assume that the user has alternate choices to satisfy their need.”{Blumler J.G. & Katz, E. The uses of mass communications: Current perspectives on gratifications research.
		There are three dimensions related to consumer use of the Internet—process gratification, content gratification and social gratification which is unique to the use of Internet.
	shiningtaphy.blogspot.com /2006/10/w3-uses-and-gratifications-for.html (315 words)

	Re:Uses and Gratifications (Site not responding. Last check: 2007-10-10)
		The media has a variety of uses which in turn provides a variety of gratifications.
		The average American society uses the medis for the main reason of entertainment.
		It usually broadcasts things that catch attention such as crime, which boils down to a wave of entertainment because it is what the public is intrested in.
	www2.tltc.ttu.edu /hester/_disc1/0000015e.htm (83 words)

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