Herta Herzog Theory: The Uses And Gratification Theory
What mass communication scholars today refer to as the Uses and Gratifications approach is generally recognized to be a subtradition of media effects research (McQuail, 1994).
According to what Ballard (2011) has claimed ”The approach places power in the hands of the audience and is a helpful perspective when trying to understand media usage, exposure, and effects”. In general, U&G theory focus on how audiences actively select social media and fulfill their needs and achieve gratification. U&G theory framework has opened a valuable perspective for the scholars and researchers to study the behaviors in the area of where audiences choose and why they reply on certain medias.
Uses and gratification theory was originally developed to examine
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In 1944 she claimed the early term gratifications and used that to express the particular dimensions of usage satisfaction of radio audiences. The research was conducted from her study on radio listeners. It provided Herta Herzog the fundamentals to allude three categories of gratifications, which are emotional release, wishful thinking and learning (West R 2009).
In 1948 the American communications theorist Harold Dwight Lasswell(1948, P37) published his experiment, which is used to describe an act in communication by five segmentations, the model is known as Dance Model: “Who (says) What (to) Whom (in) What
Channel (with) What Effect.” He also argued that the communication process in society performs three functions:
“ (a) surveillance of the environment; (b) correlation of the components of society in making a response to the environment; (c) transmission of the social inheritance (1948,
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Lasswell 's model of communications is significantly different from those of engineers, including one of the liner communication models developed by Claude Shannon in Bell Telephone Laboratories, which is called The Shannon-Weaver Mathematical Model, 1949. The distinctive finding of his model is that he introduced the Semantic noise is serious problem or barrier to developing effective communications than most realize (Shannon & Weaver 1949). Shannon was one the early scholars who have contributed to the early evolution of the mathematical, crypto graphical research and communication theories. That could explain why his theory is linear and informational compared with other communication sociologist. Shannon did not address the communication content with what was transferred, but only proved that it can be described as transfer of a bit stream (Flensburg
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