Uses and Gratification Theory

Table of Contents 1.0 Abstract 1 2.0 Introduction 2 2.1 The Basic Assumption of the Uses and Gratification Theory 3 2.2 Main Theorist behind the Uses and Gratification Theory 4 3.0 Historical Development of the Theory 6 4.0 Content of the Theory 8 4.1 Definition of Uses and Gratification Theory 8 4.2 Application of theory to Mass Communication Issues 8 4.3 The Internet 9 5.0 Strengths & Weakness of the Theory 10 5.1 Strengths of Uses and Gratification Theory 10 5.2 Weakness of Uses and Gratification Theory 11 5.0 Opinion and Comments 13 5.1 Diversion 14 6.0 Conclusion 16 7.0 References 18 7.1 Internet Sites 18 7.2 Books & Magazines 18

1.0 Abstract Mass Communications plays a vital role in our day to day life. As discussed in the field of mass communication, the uses and gratification theory has influenced many researchers to explore deeper in it. The uses and gratification theory started coming to existence in the early 19’s and is present in the very modern world today. The research looks at the researches of famous theorist such as Elihu Katz, Jay Blumler, Michael Gurevitch, Herta Herzog and Paul Lazarsfeld who have worked and developed the Uses and Gratification Theory. Their works are acknowledged even until today. The researches collectively proves an approach to understand on why audience actively seek out specific media outlets and content for gratification purposes and how these group of audience proactively search for media that meets their needs, knowledge, social interaction and diversion. The usage of many social media, the Facebook usages, blogs, internets and even the television today applies to this theory. This paper will go on relating this theory to our everyday life today as well as to discuss the certain criticism which this theory has faced.

2.0 Introduction
The interest on gratification that media provides for audience goes back a long way. It started in the

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