Still, this theory mainly applies to traditional media and only contains little research about its relation to social media. Moreover, it oversimplifies the changes in society, because it appears as if all media forms entail the same media logic. However, social media widely differ in their logic from for example print media. This is why uses and gratification theory appears to be more fitting in explaining the importance of social media for the Women's
Disposition Theory We live in a media world, where we have lots of media tools that enables us lots of facilities, such as connect, share information, learn, get entertained and etc. It is obvious that media is very strong tool that has great impact on its audience. Beside its many features, one of the most important features of the media is entertainment. Throughout the centuries a great number of studies done, lots of theories introduced in order to explain and learn media effects, its impact, its ability to manipulate and many other issues. One of the recent important theories that concentrate on enjoyment that media consumers get from media is Disposition Theory.
Various moments in time have triggered an act of urgency and produced endless questions that center around the complexity of how the world is structured and its impact on the present and past society. These questions then become a vital part of the creation of social theory. Through the different lenses of the countless theorist, the binary questions that are made to deconstruct the theoretical perspective that the anti-intellectuals present to the public, create a different framework for how the people define structure and "play". Through the viewpoints of W.E.B Dubois and Elie Pariser, the discussion of the social imagination and intellect are revealed. By integrating concepts from Dubois and Pariser, we can further analyze the structure of society and how the relationship with the past supplied the foundation for the perspectives of the classic theorist.
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 of the public had grabbed the attention by the researchers to study about it. The researchers came out with the early studies that described and classified the response of the public towards the usage of media into meaningful categories.
This theory is increasingly spreading around the world because it allows people to act as prosumers and to create and publish their own content freely through the internet and other media platforms instead of consuming content only. The media researcher Henry Jenkins has mainly studied and termed the theory. Historical context of the development
The Uses and Gratification theory by Elihu Katz came into existence when the theorist concocted the idea that individuals utilize the media to their advantage. The point of view rose in the mid 1970 's as Katz and his two associates, Jay Blumler and Michael Gurevitch kept on extending the thought. The theory was contemporary since it repudiated more seasoned perspectives that expected the gathering of people was an inactive gathering. The Uses and Gratifications Approach sees the gathering of people as dynamic, implying that they effectively search out particular media and substance to accomplish certain outcomes or delights that fulfill their own needs. The wellsprings of the media picked are unmistakable.
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.
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
Reference: Bibliography: Oluwole, A. (2017) ‘Uses and gratification theory in the 21st century’, . In-line Citation: (Oluwole, 2017) Bibliography: Mateo, S.A. (2010) what can uses and gratifications theory tell us about social media? Available at: http://matei.org/ithink/2010/07/29/what-can-uses-and-gratifications-theory-tell-us-about-social-media/ (Accessed: 27 February 2017). In-line Citation: (Mateo, 2010) Displayer (no date) Uses and Gratifications theory in the 21st century - PDF.
Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information. With television, radio, newspapers, magazines, film and social media/internet they have the ability to influence the way we act dress and communicate with others. Our perception of what’s right and what’s wrong can be influenced by the type of television show we watch. An example of how powerful the media can be on peoples lives is German propaganda. Through creative film makers and enthusiastic radio personalities they were able to persuade the German men to enlist in