|
|
|
|
|
Uses And GratificationsUses and gratifications, also known as usage and gratifications or needs and gratifications, is not a single approach but a body of approaches to media analysis that developed out of many varied empirical studies, beginning in the mid 20th century. The vasic theme of uses and gratifications is the idea that people use the media to get specific gratifications. The basic tenet of uses and gratifications (called UG for short) is that people are not helpless victims of all powerful media, but use media to fulfil their various needs. These needs serve as motivations (gratifications sought) for using media. Gratifications obtained should correspond with gratifications sought for the media to be able to meet the needs of the users.
|
 |
| |
|
|