Blumler And Katz's Use And Gratification Theory
Gratification is the pleasurable emotional reaction of happiness in response to a fulfillment of a desire or goal. Gratification, like all emotions, is a motivator of behavior and thus plays a role in the entire range of human social systems. Uses and gratification theory:- 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 says 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 Uses and Gratifications Theory 1. Uses and Gratifications theory Most of the theories on media explained about the effects media had on people. It is the theory which explains of how people use media for their need and gratification. In other words we can say this theory states what people do with media rather than what media does to people. Also this theory is contradictory to the magic bullet theory which states the audience is passive. According to uses and gratification theory, these are the people who are using the media for their specific needs. 3. Basic model It is suggested that the uses and gratifications theory has to fulfil one the following when we
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