gratification theory social media

employing uses and gratification theory to understand how social media becomes a forbearer of brand equity and how that even-tually affect consumers' decision to effect pur-chase. 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. The Uses and Gratification Theory looks at how people use the media to gratify a range of needs - including the need for information, personal identity, integration, social interaction and entertainment. These meanings can be The basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification (Lariscy, Tinkham, & Sweetser, 2011). Secondly, demographics and social media use motives were used to predict preference of popular social media sites. Social media use through the lens of gratification niche theory. One understudied area of research withinUses and Gratifications Theory is teenagers accessing social media as a means to meettheir needs. For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters on television. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different . the present study focused on the seven different gratifications for social media use and their relationship with the selection of different smss use and problematic social media use (psmu): (i) maintaining existing relationships, (ii) meeting new people and socializing, (iii) expressing or presenting more popular self, (iv) passing time, (v) … It says that users take an active part in the communication process and are goal oriented in their use of the media. The study was based on uses and gratification theory. The sudden interest came to light with having the first generation to grow up with a wider range of media abundance, the opportunity to have, print, radio and most . This theory says the audience also have effects on the media. According to this theory, there is an internal link between media, audience and large social system. J. Richard, L. Froget, Abbas Ghanbari Baghestan, Yasha Sazmand Asfaranjan. View 2_Casan-Analyn_ABM 12-5.pdf from ABM 12 at Mindanao State University. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs. Uses and Gratification Theory ( UGT) The UGT sits on the opposite side of the spectrum when compared to the Hypodermic Needle Theory. The Uses and Gratifications theory has beendebated as to its accuracy and relevance in evaluating an audience'sutilization ofmass media.5 However, many media scholars and economists continue to contend that the Uses and Gratifications theory is a legitimate vehicle for assessing user activity in different media, including modemmedia. 3. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well. To explore these issues in depth, this study conceptualizes a comprehensive framework based on the theory of uses and gratification (UGT), habit and the subjective norm. Social integrative needs which relates to ^strengthening contact with family, friends, and the world _ (p. 167); and (e) Escape or tension release needs which helps to escape or release tension from society and self. Firstly, the predictive role of demographics and Big Five personality traits on social media use motives were examined. [30] "connect with others." Additionally, existing research on the Uses In other words, it can be said that the theory argues what people do with media rather than what media does to people. or on social media itself. Uses and gratification theory of communication explains how people use media to fulfill their needs. More specifically, it examines how individuals' perceived value of social capital drives the generation of user-created content, and how gratifications obtained from SNS are different from other media. This theory states that consumers use the media to satisfy specific needs or desires. The uses and gratifications theory, developed by Elihu Katz and Jay Blumler, seeks to explain the relationship between an audience and how this audience uses the media. The uses and gratifications theory is exactly as it sounds, as according to Anita Whiting et al. 2 Abstract: This study explores the use of Facebook in Mauritius under the lens of the famous Uses and Gratifications theory. The paper "Gratification and Use of Social Media Theory" discusses that generally, uses and gratification theory is essential in the selection of the media that one StudentShare Our website is a unique platform where students can share their papers in a matter of giving an example of the work to be done. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. It considers the mass communication process from the viewpoint of the audience. This study identified ten uses and gratifications for using social media. Growing importance of social media marketing, Malik in 2016, studied what benefits derived from social media usage. 2. Today's topic: Uses and gratification theory (UGT). Uses and Gratifications Theory posits a few basic assumptions: 1. section was greatly affected as well. Uses and Gratifications Theory and Social Networking Sites Abstract. Uses and gratifications theory first came to light in the 1940s, with the height of radio broadcasting, but later developed further in the early 70s with Katz, Blumler and Gurentich. Generally, users of social media are motivated by similar intrinsic and extrinsic factors ( Amarasinghe, 2010). Uses and gratifications theory has also focused on the different social and psychological circumstances of media engagement (Rubin, 2002). Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. Social media have affected everyday life for many individuals for many years. Users take an active part in the communication process and are goal oriented in their media use. "Technology has eliminated the basement darkroom and the whole notion of photography as an intense labor of love for obsessives and replaced them with a sense of immediacy and instant gratification." Joe McNally. The research indicates that users are engaging in these platforms to fulfill social-integrative needs, i.e. The Uses and Gratifications theory has been denounced by media hegemony advocates who say it goes too far in claiming that people are free to choose the media and the interpretations they desire. Introduction Contemporary communications studies devote more and more time and space towards examining the audience as active participants who consciously choose what media and media contents to use with the intention of serving specific needs. As the use of social media becomes prevalent, nature-based activities like birdwatching are being widely discussed online. 1. In response to the paucity of research investigating the seemingly distant connection between social media and birdwatching, this study drew on uses and gratifications (U&G) theory to examine the relationships between the uses and gratifications of social media and . In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys. Social identity model of deindividuation effects. Business. . The ten uses and gratifications are: social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others. This theory helps the researcher to understand why users are attracted to social media. Although instant gratification has been a struggle for humans for a long time . Research is most often conducted from either a functional or psychological perspective. This paper seeks to provide a better and more comprehensive understanding of why . Uses and gratification is totally opposite to other theories the term which is used for the audience is that they are very active they know how to use media to complete their wishes, wants or needs. Comparative analysis showed that Facebook is about having fun and knowing about the social activities occurring in one's social network, whereas instant messaging is geared . SNS usage and satisfaction were explored as the consequences of social capital motives toward SNS. One of the models to help explain social media behavior and why people are drawn to these online networking platforms is the social identity model of deindividuation effects (SIDE model). A cross-sectional survey shared on Facebook using a snowball sampling method recruited participants who post at least one selfie per week (N = 156). Considering the emergence of a crisis followed by the pandemic, here we present a general framework to unravel the impact of social media on resilience . It explains what people do with media rather what the media do to people, and what they use the media for (Severin and Tankard, 1997) (McQuail 1993). This theory is an audience- centered approach. The Uses and Gratification theory discusses the effects of the media on people. From this perspective, people don't use media passively. This study not only measure the level of gratifications sought from social media but Opposite to other theories which shows that all the power lies in media this theory . A factor analysis of gratifications obtained from Facebook revealed six key dimensions: pastime, affection, fashion, share problems, sociability, and social information. As other mass media theories, Uses for Gratifications' theory has been criticized for the fact that the public has no control over the media and what it produces. Uses and gratification is more a perspective than a theory. Audiences interpret the media in their own terms and any debate for or against this can be argued, and depending on the circumstances, won by either side. Users take an active part in the communication process and are goal oriented in their media use. Uses and gratifications theory focuses on the free will of any given audience. watching a specific programme), from familiarity with a genre within the medium (e.g. Along with four eras of communication theory, this paper discusses the necessity of reviving and adjusting cultivation theory to social media for reading user behavior more efficiently. Uses and gratification theory indicates a positive relationship between social media usage and the level of gratification derived from such activity. Uses and Gratification Theory: This is an audience centered theory that describes how media content are influenced by people, who are attracted to media that interest or meet their specific needs. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different . Works Cited Hypothesis, Uses and Gratifications Theory and Media Dependency Theory. Use of social media for gratification of personal integrative needs and gratification obtained has been studies in this research. The researcher used Uses and Gratifications Theory as conceptual background of the study. 5 pages, 2320 words. Gratification of needs is the most important role of media for humans. Functional approaches consider questions about how people use media and their content. Key words: Facebook % Social Media % Marketing % Uses and Gratifications Theory (UGT) INTRODUCTION understand the motivations of Facebook by Mauritians so In this study Facebook is viewed as a . Findings The results of the study reveal that UGT has a significant direct effect on usage intention. The uses and gratifications theory suggests that individual users will continue to be engaged with social networking sites if their gratifications and needs are fulfilled by such tools. Media Dependency theory is one of the theories, first of its kind which regards audience as an active part in communication process. The theorist say that a media user seeks out a media source that best fulfills the needs of the . The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media. Using structural equation modeling, this study suggested three gratifications of information, convenience, and self-expression serve as antecedents for user satisfaction with the hotel's Facebook page, but two gratifications of entertainment and social interaction did not significantly affect user satisfaction with the hotel's Facebook page. Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections. Unlike my last blog on media effects theory (Media directly influencing people), UGT is different in a sense that it focuses on the question "what people do with media" (Katz, 1959) While researching on the topic, I found theorists Katz, Gurevitch and… Uses and. The theory has been mostly used to explain either the audience shift from older to newer media in retrospect or explain changes in the media system in the present. Conceiving AR filters as entertainment products, this research adopts uses and gratifications theory (Katz et al., 1973) to explore the utilitarian, hedonic, social and personal benefits (Nambisan & Baron, 2009; Verhagen et al., 2015) that users obtain when using AR filters on social media and that drive their perceptions of playability. This content analysis useda Uses and Gratifications framework to identify how changing one's use of social media canaffect the needs that are satisfied from the action. USES AND GRATIFICATION THEORY A Written Report by Analyn E. Casan I. Data were collected through a cross . The most recent interest surrounding Uses and Gratifications Theory is the link between the reason why media is used and the achieved gratification. The Hypodermic Needle Theory states that the media has great power over audiences while the UGT states the media has no power over audience. What Role Does Technology and Social Media Play? This theory suggests that audiences are conscious in deciding what media they consume and are exposed to. Then led to an audience-centered theory named Uses and Gratifications Theory (UGT). In view of this, this paper explores the functions of the uses and gratifications theory; how the use of social media network platforms has enhance human development during the during COVID-19 pandemic lockdown ; the decision to choose a particular form of social media tool over another. 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. Factor analysis revealed five gratifications for posting selfies to social media: attention seeking, escape, entertainment, archiving time, and communication. The study used brand equity to moderate the influence of social media on purchase inten-tion. Stuart Hall's Encoding/Decoding Theory suggests that audience derive their own meaning from media texts. First, it characterizes media users as active in their selection of the media they consume. 2013. Sarah Turney. Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Research has identified loneliness as a significant psychological and social factor affecting social media consumption, particularly in the case of adolescents ( Lou et al., 2012 ). As the use of social media becomes prevalent, nature-based activities like birdwatching are being widely discussed online. Welcome back dear readers/friends and beloved stalkers! The theory then states that the media compete against one another for viewers' gratification. SOCIAL MEDIA ENGAGEMENT BEHAVIOUR: A USES AND GRATIFICATIONS PERSPECTIVE A thesis submitted in fulfilment of the requirement for the degree of The theory states that there is not a uniform effect that the media has on its audience, that these effects vary based on the way in which this media is consumed. Social media is now a major route for networking and increased support due to the limitations imposed to alleviate the quick and problematic spread of the pandemic. Eudaimonic motivation : Media consumers also turn to entertainment media to search for deeper meanings, insights, purpose for life, finding beauty, raising morale, experience strong emotions, and . social media era, it is a necessity to improve cultivation theory and make it applicable to today's social media world. The theory postulates that people are dependent on the mass media for information needs. They are engaged and motivated in their media selections. Gratification Theory to explain why social media users are turning to Facebook and Twitter to fulfill their needs. The Uses & Gratification Theory looks at how people use the media to gratify a range of needs - including the need for information, personal identity, integration, social interaction and entertainment. ; In relation to The mass media is an extremely complex system that responds to the foundation of these theories in media's everyday production. gratifications in the use of social media, personality differences, and problematic social media use (PSMU). Social media is a contemporary source of information especially during the crisis situations when . In view of this, this paper explores the functions of the uses and gratifications theory; how the use of social media network platforms has enhance human development during the during COVID-19 pandemic lockdown ; the decision to choose a particular form of social media tool over another. gratifications as per their choice and all other theory are in contrast with this. Twitter, for example, functions on mass-media . Structural equation model is used to analyze the survey data. The Authors Elihu Katz Elihu Katz, (born May 31, 1926, The paper "Gratification and Use of Social Media Theory" discusses that generally, uses and gratification theory is essential in the selection of the media that one StudentShare Our website is a unique platform where students can share their papers in a matter of giving an example of the work to be done. Social media is an example of this theory. The theory trys to understand the reason why people use meda and why they use it; assuming that the audience consume alternative choices to satisfy their needs. The audience takes an active role in selecting a medium, as well as interpreting it and integrating it into their lives. Purpose - This paper seeks to demonstrate the importance of uses and gratifications theory to social media. The audience learning from the real . According to UGT, social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure, then resulting in need gratifications and other (often unconcerned) consequences. section was greatly affected as well. Criticisms of Uses and Gratifications. Social media uses the internet technologies to enable a two-way communication amongst the participants unlike traditional mediums of communication. Different types of media compete against each other and against other sources of gratification for viewers' attention. Practitioners of the uses and gratifications theory study the ways the public consumes media. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. Uses and gratifications focuses on the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure, relating in need gratifications and other consequences, perhaps mostly unintended ones. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications theory relies on two principles about media users. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. ; In relation to Gratifications Theory Of Social Media 1037 Words5 Pages While the uses and gratifications theory primarily represents a bottom-up approach, examining the motivations behind the interaction of people with media, institutional mediatization can be seen as a top-down approach. Uses and Gratifications Theory. Created utilizing both social A Uses and Gratification Perspective on Social Media Usage and Online Marketing. watching TV), and from the social context in which it is used (e.g . The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs. It can also be said to be too . [15] UGT researchers are developing the theory to be more predictive and explanatory by connecting the needs, goals, benefits, and consequences of media consumption and use along with individual . Particulars under socialization might be finding old friends, making new friends, learning about events, creating social functions, and feeling connected. This article has been designed to examine personal integrative needs from social media among information professionals in the conceptual framework of uses and gratification theory. (2013), "the basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification" (p.362). The Pennsylvania State University . Personal integrative type need includes elements of both cognitive and affective needs and relates to firming credibility, respect, status, confidence and stability Gratification sough and gratification obtained are . According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections. The dependency theory is expanded from the theory of Uses and Gratification. watching soap operas), from general exposure to the medium (e.g. Du Plooy (2009:26) defined the uses and gratification theory as a theory that "is associated with gratifications sought and perceived gratifications obtained from mass communication". The most common theory used to understand why people engage with social media is uses and gratifications theory (U&G). The study found that users get Uses and Gratifications Theory and its Connection to Public Relations. In response to the paucity of research investigating the seemingly distant connection between social media and birdwatching, this study drew on uses and gratifications (U&G) theory to examine the relationships between the uses and gratifications of social media and . Downward social comparison: This use and gratification holds that we enjoy taking in media that portrays people similar or worse off than ourselves. Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Niche theory (Dimmick & Rothenbuhler, 1984) is a useful tool to understand the advent of new social media platforms. For example, you may enjoy watching a show like Dancing With the Stars while simultaneously tweeting about it on Twitter with your . Download Ebook Uses And Gratifications Theory In The 21st Century tsunami.as.gov The Oxford Handbook of Entertainment TheoryFundamental Theories of Business CommunicationThe SAGE Handbook of Media Processes and EffectsManagement and Technological Challenges in the Digital AgeECSM 2017 4th European Conference on Social MediaPreparing This theory was first proposed by Elihu Katz and his partners Jay Blumler and Michael Gurevitch in 1973 and was used to study the motives people Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization of audience . Keywords: Facebook, Twitter, LinkedIn, MySpace, Social Media, Uses and gratification theory. In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys. To address these research gaps, we built upon previous literature [16,17] and applied uses and gratifications (U&G) theory as a theoretical explanation to examine five types of gratification sought (i.e., utilitarian, hedonic, sensual, social, and symbolic gratifications) with the 360-degree VR video. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. The public consumes media, people don & # x27 ; attention audience large! Studies in this research psychological perspective '' > what is Uses and theory... Integrating it into their lives gratification theory social media on the free will of any given.! 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