Uses and Gratifications Theory
Uses and Gratifications Theory This theory is propounded by Katz in 1970 ; it is an approach to understanding why and how people actively seek out specific media to satisfy a specific needs. Diverging from other media effect theories that question "what does media do to the people?", UGT focuses on "what do people do with the media?". The UGT approach reminds us that people use media for many purposes. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of UGT is: "Why do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions or companionship, diversion, or escape. Assumptions of the Theory: Unlike other theories concerning media consumpt...
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