Examples Of Gratification Theory

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Uses and Gratifications Theory

According to the book, Theories of Human Communication by Stephen Littlejohn 1978, this approach begins with the person as an active selector of media communications. Uses and Gratifications Theory (UGT) is a viewpoint different from that which sees the person as a passive receiver. The consumer has the power to use his preferred media according to the things that he wants to satisfy. It is useful to know why the audience members choose to maintain their use of a specific medium (Eighmey & McCord 1998). Littlejohn (1978) avers that there are elements in the model. First is that the consumers are dynamic. They use mass communication according to their media preference to satisfy personal goals. Secondly, they
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West and L.H. Tumer, viewers are dynamic, and that the use of the media has certain purpose. It also states that people have different needs that they look for satisfaction through the use of media. Furthermore, it also states that viewers take idea to link need satisfaction to a definite form of media. The media also battle with other sources for need gratification. Moreover, it tells that persons have sufficient self-awareness of their media use, concern, and fulfillment to let researchers have precise depiction of that specific use. Finally, it states that media substance’s value judgments can only be evaluated by the viewers.

Furthermore, based on the Desire Theory (other researchers also called this as Desire-Satisfaction Theory), well-being resides in getting what one wants. The Desire Theory is the paradigmatic subjective theory of well-being (Heathwood, n.d.). The simplest explanation of this theory is that the satisfaction of an individual 's actual desires is essentially good for one and results to well-being. The table below shows the valid percent of Filipino Out of School Youth’s media preference and the Reasons for their Media
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Content gratifications pertain to the internet providing a broader exposure to the audience and career opportunities. The ‘User-friendliness’ or accessibility and the ‘self-development’ of the internet are grouped under the process gratifications. Lastly, the need for global exchange or social relations and even relaxation are identified with the social gratifications.

Based on the results above the following are the motivations of Filipino OSYs for their media preference:

• Information
More than half of the Filipino OSY respondents (65.1%) answered TV as their primary source of information. Second is the internet with 41.9%. Lastly, newspaper (17.8) and radio (17.9) have the least numbers of answers as primary source of information among the OSY.

• Entertainment
The Filipino OSY indicated that Television is their primary sources of entertainment that is 64.7% of the respondents. Almost a half (45.5%) of them answered internet. There are only 14.8% of the respondents answered radio and 6.3% of the respondents said newspaper is their primary source of information. This supports

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