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Click Here to Go Back to Mass Communication Context Page USES AND GRATIFICATIONS THEORY
Explanation of Theory: Blumler and Katz�s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media
user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need. Theorists: Blumler and
Katz Date: 1974 Primary Article:
Blumler J.G. & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage. Metatheoretical Assumptions: Ontological Assumptions: Deterministic----------------X---free will
Epistemological Assumptions: Truth------------------------------X----Multiple Truths Axiological Assumptions: value neutral-----------------X----value laden Individual Interpretations and Critique:
Uses and gratifications theory takes a more humanistic approach to looking at media use. Blumler and Katz believe that there is not merely one way that the populace uses media. Instead, they believe there are as many reasons for using the media, as there are media users. According to the theory, media consumers have a free will to decide how they will use the media and how it will effect them.
Blumler and Katz values are clearly seen by the fact that they believe that media consumers can choose the influence media has on them as well as the idea that users choose media alternatives merely as a means to and end. Uses and gratification is the optimist�s view of the media. The theory takes out the possibility that the media can have an unconscience influence over our lives and how we view the world. The idea that we simply use the media to satisfy a given need does not
seem to fully recognize the power of the media in today�s society. Ideas and Implications: Uses and gratification theory can be seen in cases such as personal music selection. We select music not only to fit a particular mood but also in attempts to show empowerment or other
socially conscience motives. There are many different types of music and we choose from them to fulfill a particular need. Relevant Researchers: Palmgreen, Phillip Harwood,
Hake Swanson, David Relevant Articles: Edwards, T. (1998). Lyrics to the rhythm: The uses and
gratifications of rap music for African American teenagers. Thesis (Ph.D.). Lexington, Ky. Harwood, J. (1999). Age identification, social identity, gratifications, and television viewing. Journal of Broadcast and Electronic Media. 43 (i), 123(1). Swanson, D.L. (1987). Gratification seeking, media exposure, and
audience interpretations: Some direction for research. Journal of Broadcast and Electronic Media, 31 (3) 237-255. Location in Eight (8) Primary Communication Theory Textbooks: Anderson, R., & Ross, V. (1998). Questions of communication: A practical introduction to theory (2nd ed.). New York: St. Martin's Press. Page 254 Cragan, J. F., & Shields, D.C. (1998). Understanding
communication theory: The communicative forces for human action. Boston, MA: Allyn & Bacon. Page 268 Griffin, E. (2000). A first look at communication theory (4th ed.). Boston, MA: McGraw-Hill.
Pages 310 and 364 Griffin, E. (1997). A first look at communication theory (3rd ed.). New York: McGraw-Hill. Pages 338 and 377
Infante, D. A., Rancer, A. S., & Womack, D. F. (1997). Building communication theory (3rd ed.). Prospect Heights, IL: Waveland Press. Page 374 Littlejohn, S. W. (1999). Theories
of human communication (6th ed). Belmont, CA: Wadsworth. Page 349 West, R., & Turner, L. H. (2000). Introducing communication theory: Analysis and application. Mountain View, CA: Mayfield.
Page 332 Wood, J. T. (1997). Communication theories in action: An introduction. Belmont, CA: Wadsworth. Page N/A
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