Why do we listen to music? A uses and gratifications.

The Uses and Gratification theory considered one of the great theories in media research is a media theory propounded by Blumer and Katz (1974). It portrays the media as a hypodermic needle which when well directed will convey consistent and carefully crafted messages to an easily swayed mass audience in order to yield uniform effects (Hanson 2008; McQuail 2010).

The Uses and Gratification Theory is a theory by Blumer and Katz in which proposes that media users play an active role in choosing and using the media. It says that users take an active part in the communication process and are goal oriented in their use of the media.

Many people engage in different hobbies in order to gratify themselves. The Uses and Gratification Theory states that people are agents who make conscious choices among different media, and they do this to gratify themselves; they use different media to divert them from problems, to gain information, to alleviate loneliness and so forth.

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication.

The uses and gratifications approach has its roots in the 1940s when researchers became interested inwhy people engaged in various forms of media behaviour, such as radio listening or newspaper reading. These early studies were primarily descriptive, seeking to classify the responses of audience membersinto meaningful categories.

The Application of The Uses and Gratifications Theory For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with characters on television.

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Many people engage in different hobbies in order to gratify themselves. The Uses and Gratification Theory states that people are agents who make conscious choices among different media, and they do this to gratify themselves; they use different media to divert them from problems, to gain in.

In the second part of the essay will be illustrate how those two approaches contribute to our understanding of media audiences. Through the study of uses and gratifications and two-step flow theory, we can understand what audience can do with media, their motivations to use media and how media can be transmitted.

Uses and gratification theory considers a more humanistic approach while focusing on the uses of media especially in the social aspects. According to the theory, the. Essay Lab Report Literature review Math Problem Movie Review.

The Uses and Gratifications theory has beendebated as to its accuracy and relevance in evaluating an audience'sutilization ofmass media.5 However, many media scholars and economists continue to contend that the Uses and Gratifications theory is a legitimate vehicle for assessing user activity in different media, including modemmedia.

Gratification, like all emotions, is a motivator of behavior and thus plays a role in the entire range of human social systems. Uses and gratification theory:- USES AND GRATIFICATIONS THEORY:- Explanation of Theory: Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media.