This relationship also vary because of different media systems. The more important the information is, the people are more eager to use and depend to the medium to get information. As a result, it increases the likelihood for the media to affect the audience. And the third relationship is between the society and the audience. People’s needs and motivation to use the media is being influenced by society.
This theory is developed by Elihu Katz and Jay Blumler and the key elements in this theory are the uses of the media, and the gratifications produced by those uses. The audience is project to be “goal-directed in its media-use” as their main goal is to satisfy their different
A model is based on its basic assumptions. In MOHO, it is believed that a human being is a complex system which is active and have a desire for doing. The personal and environment factors influence each other. In PEOP, there is a basic belief that people are naturally motivated to explore their world and demonstrate mastery in it (Baum and Christiansen, 2011). Considering the structures of these two models, they have shown their own characteristics, as well as some similarities and differences.
It helps to explain the motivations behind the media use and habits of media use or the actual needs satisfaction by the media are called media gratifications. Contemporary U&G is grounded in the following five assumptions: (Papacharissi & Mendelson, 2007) (a) “Communication behaviour, including media selection and use, is goal directed, purposive, and motivated”, (b) “People take the initiative in selecting and using communication vehicles to satisfy felt needs or desires”’ (c) “A host of social and psychological factors mediate people’s communication behaviour”; (d) Media compete with other forms of communication for selection, attention, and use to gratify our needs or want” (e) “People are typically more influential than the media in the relationship, but not always. (Rubin, 1994). 18 Applied to context of this research paper, U&G supports the understanding of viewer motives and predisposition, while placing Reality Television on the larger spectrum of communication channels that are more or less available to audience. It permits the study of both Instrumental and Ritualised uses of media, both of which could drive the appeal of Reality
View the “Actual v. Recommended Intakes” report in MyDietAnalysis. How does your average daily intake of dietary fiber compare to your recommended intake? Type your response here: My actual intake of dietary fiber was 6.79 grams, while the recommended intake of dietary fiber was 38.83 grams. I only met 17% of the recommended dietary fiber for my
The theories tend to intertwine. Uses and gratification theory studies how people use media, and become dependent on it. The audience may use media for many reasons for example to seek information, entertainment, sociability etc. The Media Dependency Theory suggests that the more a person becomes dependent on the media to satisfy these needs, the more the media becomes important to the individual. Also, tying the theory to agenda setting, if the individual is so dependent on the media for information, the media will have much more influence and power over the individual making it easy for the media to agenda set.
A number of people erroneously believe that motivation is a personal characteristic. They assume that only a selected group of people have it. On the contrary, motivation is very complex. It is defined as the stimulation that sets off and triggers intrinsic desire and enthusiasm in individuals to perform in a particular way. When individuals anticipate that their actions will be valued and lead to goal accomplishments and rewards, they get motivated to satisfy their needs.
With social media and other media outlets taking over our contemporary world today, it is important to understand why and how people are seeking these media outlets and how they consume them to satisfy their own specific needs, whether it is knowledge, relaxation, social interactions/companionship, diversion, or escape. On the mass media scale, this is known as the uses and gratification theory. This paper is going to be discussing the early formation of the theory and its historical context, how it has helped us understand media today, its role in the modern world, and its main criticism’s. Uses and gratifications theory is an approach to understanding why and how individuals dynamically seek out particular media to satiate specific
This is supported by the Uses and Gratification Theory developed by Elihu Katz and Jay Blumler. The said theory postulated that audience is conceived as active, because they consume media for its different gratifications accompanied by those uses. The viewers’ goal in watching media is to satisfy their needs (as cited by Alanzalon, 2011). Individual differences brought varying viewership preferences and nature of entertainment preferences. It appears that people mainly seek out specific content because it can provide a sense of identity or companionship (Rentfrow, Goldberg, & Zilca, 2012).
The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users” (Anaeto et al, 2008, p. 71). Uses and Gratification theory has also been used in models that attempt to identify how people choose among media.