Uses And Gratification Theory
THEORETICAL BACKGROUND
Uses and Gratifications Theory
The purpose of this current study is to apply the principles of Uses and Gratification to see how Emerging Adulthood deal with their gratification. A core assumption of uses and gratifications studies is that audience members are active and goal-oriented in their selection of media use behaviors (Baran & Davis, 2014). This active audience is free to interact with the media and interpret messages received based on their need and motivation. Members of the active audience “are not passive recipients of or reactors to media stimuli; rather they are purposive and conscious selectors of messages that fulfill personal needs. Weibull argued that individual needs lead people to use media to satisfy …show more content…
Initial internet uses and gratifications studies treated the internet as a single mass medium, investigating motivations and behaviors similar to those of the traditional mass media audience. More recent uses and gratifications studies reflect this assumption and treat the internet as a medium offering multiple forms of mass media and ways of communicating, such as online newspapers, instant messaging, the web, blogs, Facebook (Joinson, 2008), music downloading, (Kinnally, Lacayo, McClung, & Sapolsky, 2008) and YouTube (Shao, …show more content…
Motivation is something that triggers human behavior to implement the objectives. Motivation is a force, something that can push a person to achieve certain objectives predetermined (Uno, 2008). Selection media use conducted by audiences tailored to the needs and motives. McQuail formulating the motives and motivations in using the mass media:
1) Information Seeking, it is finding out about relevant events and conditions in the immediate surroundings, society, and the world, seeking advice on practical, matters or opinion and decision choices, satisfying curiosity and general interest, learning; self-education, gaining a sense of security through knowledge.
2) Personal Identity, it is finding reinforcement for personal values finding models of behavior, identifying with valued others (in the media) gaining insight into
Uses and Gratifications Theory
The purpose of this current study is to apply the principles of Uses and Gratification to see how Emerging Adulthood deal with their gratification. A core assumption of uses and gratifications studies is that audience members are active and goal-oriented in their selection of media use behaviors (Baran & Davis, 2014). This active audience is free to interact with the media and interpret messages received based on their need and motivation. Members of the active audience “are not passive recipients of or reactors to media stimuli; rather they are purposive and conscious selectors of messages that fulfill personal needs. Weibull argued that individual needs lead people to use media to satisfy …show more content…
Initial internet uses and gratifications studies treated the internet as a single mass medium, investigating motivations and behaviors similar to those of the traditional mass media audience. More recent uses and gratifications studies reflect this assumption and treat the internet as a medium offering multiple forms of mass media and ways of communicating, such as online newspapers, instant messaging, the web, blogs, Facebook (Joinson, 2008), music downloading, (Kinnally, Lacayo, McClung, & Sapolsky, 2008) and YouTube (Shao, …show more content…
Motivation is something that triggers human behavior to implement the objectives. Motivation is a force, something that can push a person to achieve certain objectives predetermined (Uno, 2008). Selection media use conducted by audiences tailored to the needs and motives. McQuail formulating the motives and motivations in using the mass media:
1) Information Seeking, it is finding out about relevant events and conditions in the immediate surroundings, society, and the world, seeking advice on practical, matters or opinion and decision choices, satisfying curiosity and general interest, learning; self-education, gaining a sense of security through knowledge.
2) Personal Identity, it is finding reinforcement for personal values finding models of behavior, identifying with valued others (in the media) gaining insight into