USES AND GRATIFICATION THEORY ( BLUMLER & KATZ)
uses and gratification Theory, developed by Blumler and Katz during the 1970s, is an explanation of media usage by individuals. Rather thanlooking at audiences as passive, theory suggests that actively they selectmedia to fulfill needs.One of the fundamental principles is that individuals use media for somereason. Some use it for entertainment, such as video games or films. Others use it to learn, such as documentaries or reading news. Individuals can also use social media and forums to communicate or interact with each other.
This theory also suggests that media compete with other forms of entertainment. For instance, one individual might opt to use TV for entertainment, whereas another would opt to read a book or chat withother people. Individuals do know their options and select the media that will be most useful to them.
The theory has since extended to most websites. Social network websites, streaming sites, and online news all attract visitors for different reasons. Producers and firms that are aware of why consumers utilize media can more effectively pull their target audience.
The uses and gratification According to theory, individuals are likely to be aware of their use of media. As opposed to passive media theories that presume audiences are not aware of the ways media influence them, this theory presumes individuals can articulate the reasons for watching a particular media. With this self-awareness, you can effortlessly articulate your own reason whether relaxation, learning, or socializing. The theory presumes more audience control over media usage than ever.
No comments:
Post a Comment