HISTORY The Uses and Gratification Theory was developed by Jay G. Blumler and Elihu Katz on 1970s, and was having its first formal presentation on 1974s. This theory had challenged the concept of the entire passive receiver as it concentrated on the active users. Blumler and Katz believed that there were lots of reasons for using media since there were media users, who were actively using the media. In 1940s, the Uses and Gratification Theory had its roots when the various forms of media behaviors
appropriate theory that can be used to discuss the media globalization is the theory of uses and gratification. During the 20th century, the first person who described the field of communication was Elihu Katz and it was in year 1959, he stated that media is used by people as it is beneficial. Later in the 1970s, Jay Blumler and Michael Gurevitch supported Katz’s view. In this theory, audience is viewed as active - they search for specific content through media in order to achieve gratification once they
recent research, it is identified that next to television, people use internet to get to know the
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
Researcher use media dependency theory as it is a mass communication theory that seeks to explain the long term effects of media on the audiences and a society. Dependency theory conceives of dependency as a relationship in which the fulfillment of one party‘s needs and goals is reliant on the resources of another party. The main focus of this theory is the relationship between media and its audiences. The usage of uses and gratification in this research as it is one of the earliest theories that postulate