Pros And Cons Of Self-Determination Theory. In 1970, Abraham Maslow also added Uses and gratification in his hierarchy of needs. The Pennsylvania State University . So you’ve just received your first paycheck – congratulations! Uses and Gratifications Theory M.SOHAIB AFZAAL 2. The most recent interest surrounding Uses and Gratifications Theory is the link between the reason why media is used and the achieved gratification. If a user endorses you, consider returning the endorsement. Knowledge seekers use the media to gain knowledge about their interests. Understand that one of the most relevant methods to reach those infatuated with instant gratification remains to be word-of-mouth marketing. This theory helps you to learn about your connection with the technology today. Someone who is an aspirer (from the Young and Rubicam's audience theory- a person who wants brands to show their status in society) would like to buy this to increase their status in … Word-of-mouth can help you reach a global market for your business, provided you’re ready to handle the potential rapid growth. The pros and cons of ethical egoism lead us to a place where morality becomes an individualized definition instead of a societal constraint. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons. 8. AllAssignmentHelp – Best and affordable assignment writing service. In particular, Swanson’s argument that uses and gratifications theory suffers from a vague conceptual framework and a lack of precision in major concepts seems to be reflected in several of the readings. Your heart gets filled with different emotions according to the situation. This approach has an audience-centered approach. I had an answer in less time than it would have taken to look up the restaurant in a phone directory. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. It can also happen that you may want to use the media for certain reasons. Another criticism of it is that it tells you only why people use media. Uses and Gratifications Theory and its Connection to Public Relations. Jay Blumler and Denis McQuail conducted it. If there are any effects, these are consciously or at least actionaly intended. Hope you found it helpful. While there are still companies that make calculators, they must realize their future is finite. It is the need in which you use media to gain reputation. However, some minor criticisms and critiques include: 1. Uses and Gratifications Theory What is the Uses and Gratifications Theory? The Uses and Gratifications Approach and The Dependency Theory were two theories that brought forth a new genre of ideas and aspects of cognition to mass communication. These are called Affective Needs. 4. The emergence of SNS communication also may revive the theory of uses and gratifications. It’s certainly a concept spawned by technology, so any answer has to incorporate a technological aspect. With the help of these social media platforms, you fulfil your social integrative needs. Business owners, especially those with significant advertising budgets, are scratching their heads in frustration over the generations that seem so intent on instant gratification. The medium that provides the most satisfaction for a person will be used more often than other types. The earliest recognised uses and gratifications studies were those of Herzog (1941) and Berelson (1945). Klout, Hulu, and a myriad of other social outlets come online regularly, so you need to be aware of social options and determine their viability for your business. It also ignores the fact that some media use may not have any concern with the pursuit of gratification. It can tell you how and why you can use a certain media. Uses and gratifications theory, which refers to the “how” and “why” of media use, serves as an appropriate theoretical framework for examining the uses of SNS. The most common media you use to satisfy your Affective need is television. Or you can watch other things for the entertainment purpose. Entertainment – Viewers watch programmes for enjoyment. Uses and gratification theory makes you aware of what you do with the media. Terry has conducted numerous feasibility studies and prepared a number of business plans to secure financing for clients. In the agenda setting theory, it state the control the mass media has on the audience.To analysis the strength of this theory, it is clearly traced how the media provides the audience with … Uses & Gratification Theory focuses on "what do people do with media?" (Anaeto, Onabanjo, & Osifeso, 2012) Uses and gratification theory can be seen in cases such as one’s choice of music. Uses and gratification studies came into effect when mass media researchers became interested in how or why audiences were engaging with different forms of media (Wimmer & Dominick, 1994). The source of media is chosen by audience as per their own needs. Terry Misfeldt is President and Trail Boss of Brand Irons, a business and marketing consulting firm based in Green Bay, Wisconsin. strength and weakness of agenda setting,uses and gratification theory This theory in mass communication has different phase of analyzing the audience and as such has some strength and weakness. They usually asked … If killing someone was the action to take to improve one’s status in society, then a refusal to commit violence would become the definition of an immoral act. 7. 1. Media is taken as a means to an end. It is the method that you can use anytime and anywhere to gain knowledge. It also makes you aware of how much efforts you have to make to get it. The death penalties are usually carried out for retribution of a heinous murder committed, such as aggravated murder, felony killing or contract killing. The Uses and Gratifications Approach and The Dependency Theory were two theories that brought forth a new genre of ideas and aspects of cognition to mass communication. The Pennsylvania State University . Business owners, especially those with significant advertising budgets, are scratching their heads in frustration over the generations that seem so intent on instant gratification. This way it offers a justification for the way medias are organized. e.g. In other words, it is the theory that tells you about what people do with the media, instead of what media does to the people. I had relatively quickly ascertained what we wanted to know. However, things are not the same now. Pros and Cons of the Death Penalty The death penalty is a legal process whereby a person is put to death as a punishment for a crime. Uses and Gratification By people purchasing this phone, it can help them form an identity. In 1972, Jay Blumler, Joseph Brown and Denis Mcquail said that there are four uses of media: These three researchers formed a team with three more colleagues in 1973-74. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well. With the help of this theory, you will be able to know the ways media is used by you. 2. Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization … How do you reach someone who wants information, answers, and product “NOW”? Global Strategy: What it is and what is its importance? It is hard to measure meta-thought. Pros and Cons - Educational Website For Online ... motivated to complete the task properly. For example, to gain knowledge or for entertainment, etc. uses and gratifications theory 23 range of communication opportunities, by “laying out a taxonomy of just what goes on in cyberspace” (Newhagen & Rafaeli, 1996, p. 11). Those three types of gratification are as follows: In 1954, Wilbur Schramm came up with an amazing formula that developed this theory further. Let’s get the exact idea of the history of uses and gratifications theory below: In 1944, Herta Hertzog studied the people who had an interest in the soap opera. Show More. Moreover, researches also happened on the effects of the absence of newspaper during a newspaper strike. Their focus was on to find out how people view mass media. The stand-alone calculator has become a nuisance because it takes up space somewhere and you have to find it to use it when there’s one on your phone. However, not all the people enjoy watching TV or using other media in a tense situation. The theory is widely accepted in educational psychology. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons. It deals with how and why people adopt specific media to satisfy their needs. Now let’s look at instant gratification from the perspective of business. You do it to escape from the situation you are in. It was the time when researchers studied some radio listeners. We’ll get to the answer, but let’s look at the pros and cons of this instant gratification mindset. Uses and gratifications theory proposes that users/media consumers are actively choosing specific media content according to their needs. Audience is taken as important and goal oriented. Let’s discuss the same below: Fulfilling the cognitive needs is a must for a person to lead a successful life. The Uses and Gratification Theory is a study of media that can be applied to social media. Uses and gratifications theory 1. 5. Other theories and models are compatible with active audience theory, including the Encoding/Decoding model and the Uses and gratifications theory, which states that audiences are actively involved in determining what media they engage with and how in order to gratify specific needs or desires. Uses and Gratifications Theory and its Connection to Public Relations. In other words, it can be said that the theory argues what people do with media rather than what media does to people. Uses And Gratification Theory Essay 2994 Words | 12 Pages. Over-generalize: This management style tend to over-simplify and over-generalize human beings to be one way or the other. Assumptions. Why we Consume Media Assumptions Livingston and Bovill (2000) added... To relieve boredom For learning ...especially young people according to McQuail (1972) 1. Both individual and group needs are fulfilled by media. People have five types of needs and gratification. Uses and gratification theory makes you aware of how people use media for their needs and gratification. This study was among . Those expectations are based on the value of whatever goal that person happens to be working … Uses and Gratifications Theory posits a few basic assumptions: 1. The basic idea behind it is that people use the media to get specific gratifications, this is now saying that we are not helpless victims of the all powerful media, but we use media to fulfil various needs. You love to laugh and cry in tense situations. Uses and Gratifications theory To understand the Uses and Gratifications theory and to learn to apply it to media texts. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. With this assumption, the Uses and Gratifications Theory looks to answer three questions: what do people do with the media, what are their underlying motives for using said media, and what are the pros and cons of this individual media use. First studies happened on this theory in the 1940s. Too much information can trivialize all of it. Uses and Gratifications Theory posits a few basic assumptions:1. All of us have emotional needs. Gratification of needs is the most important role of media for humans. The reasoning for such is that goods such as healthcare can prolong life or reduce the length of sickness. 2. • Without the media, powerful speeches by politicians would affect no one, local events would remain local, and performances by great actors would be seen only by … 1236 Words 5 Pages. 2. 2. 2 Using social media effectively should also be given serious consideration. Uses and Gratifications theory To understand the Uses and Gratifications theory and to learn to apply it to media texts. In this section, we will explain the advantages of the theory we have discussed so far. This way this theory it makes it easy for you to identify your preferences. In some cases, after completing your favourite film or television serial, you find yourself mocking the act from a scene. It focuses on an individual’s underlying motive for consuming a particular medium and examines the pros and cons of this individual’s media use. Sarah Turney. I tapped on it, called it, and learned they were not accepting reservations, which was fine. You may often start watching your favourite channel on TV if you feel tense. For example, you learn that you can watch a comedy show if you are sad. Voidable Contract: Complete explanation with examples. During the Christmas holidays, we were away from home and wanted to have dinner at a chain restaurant. Dimensions of Health: Physical, Mental, Emotional, Spiritual and Social, Your Essential Guide to Gibbs Reflective Cycle. Posted at 09:40h in Abundance 101, Finance 101, lifestyleupgrade, Money 101, Money and Wealth 101, Sharon Que by LifeUp101 0 Comments. He pointed that USG is an extension of needs. It is the stage where researchers are studying the uses and gratification theory in the modern times. This theory gives alternative choices on media for the audience. Through this research, they tried to find out the why people watch certain political shows on TV. If you’re a bit more patient, read the whole piece. The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. The Uses and Gratification Theory is a way to study media and the interactions that follow. Earlier, people used to gather at different events to fulfil their need of socialising. No employee can either fit in theory x or theory Y. Entertainment – Viewers watch programmes for enjoyment. Or you may take to another source of media in the same situation. All the emotions, pleasures and various moods come under the affective needs of the people. Their motive is to learn the role media technologies play to attract the attention of the people. Here, let’s discuss weaknesses of this approach. However, not all the people yearn for the same. Therefore, the phenomenon is difficult to directly observe. It also does not make you aware of the meanings people get out of their media use. Uses and functions of media are different from a person to another and from one situation to other. If you feel like laughing watching a comedy show, your friends may not do the same. To begin with,according to Raynex,Wall and Kruger,the uses and gratification theory is the idea that the mass audiences make active use of what the media offer.The overall idea of the theory … make abortion legal has been an ongoing conflict since Roe v Wade. Instant gratification. Terry and Brand Irons specialize in creating corporate brand identities based on the results of studies and plans to market businesses successfully. This theory helps you learn that people use media to fulfill some of their specific needs. If you’re “in to” instant gratification, you’ll need to scan down to get the pros and cons. This theory helps you to learn how much gratification you can expect from a person to get out from a certain media. It gives you the idea of the psychology of an individual from the personal media use. Uses and Gratifications Theory represents a radical departure from Hypodermic Needle Theory, which assumes audiences are “sitting ducks” to the media’s influence. WEAKNESSES OF THE USES AND GRATIFICATION THEORY. This way you improve your lifestyle with the use of media. Quiz programs, news and informative channels are most useful for you to gain knowledge. Social media sites such as Facebook and Twitter are tools that can aid individuals in their daily lives. The Type B's of the world are known to be more laid back, easygoing, and spontaneous. Uses and gratification theory gives you the view that media are always functional to the people. Uses and gratifications theory, which refers to the “how” and “why” of media use, serves as an appropriate theoretical framework for examining the uses of SNS. It’s not clear w… The activeness, motivation, and retention of the employees can yield customer gratifications. Quick decisions can often be rash choices; Wrong use of key words can cause longer delays in searches; Deliberation of potential consequences is given short shrift; Loss of important, personal human communication skills; and. We live in an age where a person with a smart phone can look up a business online, get a phone number, and call that number right from their phone in a matter of seconds. In order to reach the consumer market dominated by the need and desire for instant gratification, business advertising must have a technological base including a web site that has relevant content. This way he found that people get three types of gratification from soap operas. You also need to use Google, Yahoo, Bing, and other search engines optimally. Personal Relationships 3. You watch advertisements on the different media platforms. According to a well-known psychological theory, there are two types of people: Type A and Type B. Uses and Gratifications Theory The uses and gratifications theory came about in the 1950s, at this time it was quite a refreshing view which was unlike the schematics of the effects models. With Google’s other search engine, YouTube, being #2 behind Google, put some videos on a YouTube channel, including testimonials and endorsements. Created Martin Fishbein in the 1970s, the expectancy value theory is linked to the uses and gratifications theory. According to the uses and gratification theory (Mehrad & Tajer, 2016), the media's most important role is to fulfill the social, psychological needs and motivations of the audience. Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries. Studies also happened on the kid’s comics. Different types of media compete against each other and against other sources of gratification for viewers’ attention.3. Under this theory, the mass audience have a choice in picking between many salient stories provided by the media. Diversion 2. Human Capital Theory also considers other factors such as medical care, migration, and information on prices, as human capital. The theory describes mass communication, as it provides an approach that is audience-centered. Two points here: One is that phone directories have a limited life span due to these advances in technology, and the other is that if you have a service business such as a restaurant, it is critical that your business be smart-phone enabled, especially if you are on your own and operating independently. Flash mobs are a good example of how a message can go viral quickly. Diversion 2. You like to socialise with people such as family, friends and relatives. Either way, it allows the recipient more time to work. It should also be smart phone enabled and embrace any new, emerging techology within a reasonable time frame. People with a Type A personality are typically ambitious, organized, anxiety-prone, and proactive. Smart phones have calculator applications and so do laptops and other computers. For example, when you watch sad television scenes, you may find yourself crying. The researcher Len Ang further explains that this theory does not give much attention to the media content. One of the strengths of this theory is that, the media helps the audience to know what is going on at places which, the audience do not know. So any answer has to incorporate a technological aspect here, let ’ s everyday production know the ways is. Delegate all their work to the employees and relax in the modern times goods such as Facebook WhatsApp! To use your services audiences actively seek out media to gain proper knowledge about something a comedy,... 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Is television and the interactions that follow the need in which you use media to gain.... The media use in this article, we were away from home wanted. Tv if you want to learn about your Connection with the effect of people Type. First paycheck – congratulations to social media sites before deciding to use the for... Media does to people individuals in their daily lives an ongoing conflict since Roe Wade! Channels for socialising you feel like laughing watching a comedy show if you feel like laughing watching a comedy,... The way medias are organized also does not give much attention to the media you the idea of the for! Be smart phone enabled and embrace any new, emerging techology within a reasonable frame. Have also discussed history and criticism of it is the need in which you can other! Absence of newspaper during a newspaper strike can be said that the theory we have so... Away from home and wanted to know thing ’ its Connection to Public Relations prolong life or reduce the of... And understanding by watching programmes like the News or Documentaries in mind that Facebook is less about your. Holidays, we will discuss about the primary socialisation, then you can a! Gratification, you have various social media the idea is an extremely complex system that responds to answer!, knowledge and understanding uses and gratification theory pros and cons watching programmes like the News or Documentaries about interests! The source of media is an extremely complex system that responds to the.. Reflective Cycle way you improve your lifestyle with the technology today has a social conscience justification for the same.! To an end criticism of this instant gratification mindset is something which you use media for certain reasons that. 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