Beverly hills, california, sage publications, 1974, 318 pp. Uses and gratifications theory linkedin slideshare. Katz, blumler, and gurevitch synthesized that ugts approach was focused on the social and psychological origins of needs, which generate. Utilization of mass communication by the individual. Blumler and katz uses and gratifications theory these catagories are. In katzs own words, the research question was not what do the media do to people.
As commonly understood by gratifications researchers, the term audience activity postulates a voluntaristic and selective orientation by audiences toward the communication process. Understanding uses and gratifications its playing, just. Apr 19, 2019 today, the theory is often credited to jay blumler and elihu katzs work in 1974. He is now emeritus professor of public communication at the university of leeds, and also emeritus professor of journalism at the university of maryland, having spent his early academic life largely in the uk he was a political science graduate of antioch college, and a doctoral student from 1947 at the london. To mark the ten years of the publication of blumler and katzs volume the uses of mass communication 1975, the editors karl erik rosengren, lawrence a. Needs and gratifications open textbooks for hong kong. Information personal identity integration and social interaction entertainment why do people use media and what do they use them for. Feb 15, 2011 the theory also holds that audiences are responsible for choosing media to meet their needs. The uses and gratification theory by elihu katz 1253 words.
Theory, which can be seen in the book the uses of mass communications. As katz, blumler, and gurevitch explain in the book mass communication research, the first assumption is that the audience is conceived as active. Preliminary overview utilization of mass communication by the individual elihu katz, jay g. The culmination of a decade of fruitful research on a new way of looking at mass communication effects, one that links the uses and gratifications approach with. It says that users take an active part in the communication process and are goal oriented in their use of the media.
This approach to the analysis of media impacts on audiences was pioneered by blumler and katz 1974, and katz, 1959 and reversed the traditional research agenda by asking why people used the media rather than inquiring into what effects, if any, the media might have on audiences. About ten years after the publication of the influential blumler and katz 1974 cited under core texts, palmgreen 1984 and palmgreen, et al. As media technologies continue to proliferate, research on uses and gratifications theory is more important than ever for understanding peoples motivations for choosing media and the gratifications they get out of it. This standing is perhaps best exemplified by blumler and katzs 1974 edited book the. This standing is perhaps best exemplified by blumler and katzs 1974 edited book the uses of mass communications. These goals or gratifications may be different for different people and can include entertainment, information, relief of boredom or escapism, introspec. Katz, blumler, and gurevitch synthesized that ugts approach was focused on the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure or engagement in other activities, resulting in need gratifications and some other consequences. The part played by people in the flow of mass communication, coauthored in 1955 with his columbia university mentor, paul lazarsfeld, was an attempt to observe the flow of influence at the intersections of mass and interpersonal communication. Communication theoryuses and gratifications wikibooks, open. Jan 15, 2016 uses and gratifications approach emphasizes motives and the selfperceived needs of audience members. This standing is perhaps best exemplified by blumler and katz s 1974 edited book the uses of mass communications. It asks what do people do with media rather than what does media do to people. Uses and gratification theory essay example uses and gratifications early media effects research, and in particular blumler and katz 1974. This is the integration and social interaction theory which is.
Jay blumler born 1924 is an americanborn theorist of communication and media. This theory focuses on the audience rather than the message that is displayed. Media effects have been studied by scholars in communication, psychology, sociology, political science. Blumler played a major role in the research of uses and gratifications as editors of the uses of mass communication. In fact, it is not uncommon to see books marketed as a good book club choice. Bulmer and katz believed that the user seeks out the media source that best fulfils their needs.
The essays in this volume examine the use of the mass media and explore the findings of the gratifications approach to mass communication research. Mar 03, 2009 to mark the ten years of the publication of blumler and katzs volume the uses of mass communication 1975, the editors karl erik rosengren, lawrence a. Blumler 1979 identified three primary social origins of media gratifica. Current perspectives on gratifications research sage series in communication research 1 by jay g. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion. The culmination of a decade of fruitful research on a new way of looking at mass communication effects, one that links the uses and gratifications approach with content analysis, audience research, social and media criticism, and literature on popular culture. Oclcs webjunction has pulled together information and resources to assist library staff as they consider how to handle coronavirus. Blumler and elihu katz edited a volume that provided the formalization of the usesandgratifications approach, the uses of mass communication. The essays in this volume examine the use of the mass media and explore the findings of the gratifications approach to. Uses and gratification theory ugt is an audiencecentered approach that focuses on what people do with media, as opposed to what media does to people. The approach suggests that people use the media to fulfil specific gratifications.
Uses and gratifications communication oxford bibliographies. In 197374 mcquail, blumler and brown were joined by elihu katz, michael gurevitch and hadassah haas, in their media exploration. Before the rise of gratification approach, mass communication scholars mostly see audience as a passive receiver but gratification approach recognize the. Within this compilation, katz, blumler, and michael gurevitch presented an oftcited definition of uses and gratifications that underscores the importance of.
Blumler and elihu katz edited a volume that provided the formalization of the uses and gratifications approach, the uses of mass communication. The collaborative research began to indicate how people saw the mass media. Empirical studies social integration and mass media use among adolescents. In this volume researchers defined the variables and relationships they saw as accounting for what leads a person to use this or that media technology or text. Blumler and elihu katz, editors sage publications beverly hills wikipedia citation please see wikipedias template documentation for further citation fields that may be required.
The uses and gratifications theory assumes the audience chooses what it wants to watch for five different. Blumler and katz 1974 concluded that different people can use the same communication message for very different purposes. Blumler, elihu katz, american journal of sociology 81, no. Uses and gratifications theory as developed by bulmer and katz suggests that media users play an active role in choosing and using the media.
Blumler and katz uses and gratifications theory is a popular approach to understanding mass communication. The purpose was to understand how and why students and faculty used dmt on campus. Part one summaries the achievements in this area of mass media research and proposes an agenda for discussion of the future direction of this research in terms of a set of theoretical, methodological, and substantive issues that need more. This quantitative study investigated student and faculty attitudes toward use of digital media technology dmt at the university of denver. The theory also holds that audiences are responsible for choosing media to meet their needs. He is a leading, internationally recognized figure in political communication, having published numerous books, including with denis mcquail. Current perspectives on gratifications research 1974. Blumler and katz uses and gratifications theory prezi. Today, the theory is often credited to jay blumler and elihu katzs work in 1974. Uses and gratifications approach emphasizes motives and the selfperceived needs of audience members. Blumler and katz is a popular approach in understanding mass communication. Given the present state of the art, the following are priority issues in the development of an adequate theoretical basis. Uses and gratifications theory alevel media studies. Uses and gratifications theory ugttheory is an approach to understanding why and how.
Uses and gratifications theory mass communication talk. As katz, blumler, and gurevitch 1974 clarify in the book mass communication research, the principal suspicion is that the gathering of people is considered. This approach to the analysis of media impacts on audiences was pioneered by blumler and katz 1974, and katz, 1959 and reversed the traditional research. This theory would then imply that the media compete against other information sources for viewers gratification. Elihu katz is a sociologist and media scholar who has spent most of his lifetime in research on communication. Implications for study, methodological and ideological issues, and future research directions are also presented. Surveillance personal relationships based around the idea that people feel better knowing what is going on around them. Uses and gratifications theory in the 21st century thomas e. While much has been added to the body of uses and gratifications knowledge, these chapters remain useful for identifying the important concepts. Read book read katz uses and gratifications research in choosing and using the media. Mark levy and sven windahl provide a good description of what it means to be an active consumer of media. Blumler is emeritus professor of public communication at the university of leeds, and also emeritus professor of journalism at the university of maryland. Uses and gratifications early media effects research, and in particular blumler and katz 1974, envisioned uses and.
The model is all bout awareness and the way that we use the mass media to be more aware of the world around us. This book is inspired and written in the tradition of blumler and katzs seminal volume, the uses of mass communication 1974 which mark the field of media gratification research. Everyday low prices and free delivery on eligible orders. Summary the culmination of a decade of fruitful research on a new way of looking at mass communication effects, one that links the uses and gratifications approach with content analysis, audience research, social and media criticism, and literature on popular culture. The same media content may gratify different needs for different individuals.
Reliable information about the coronavirus covid19 is available from the world health organization current situation, international travel. Jan 24, 2014 blumler and katz is a popular approach in understanding mass communication. Numerous and frequentlyupdated resource results are available from this search. Media gratifications research, current perspectives.
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