Overview

uses and gratifications


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A functionalist approach to the mass media framed in terms of people's motivations and needs—concerned, in other words, with why people use the media rather than with media effects on people: see entertainment function; information function; Maslow's hierarchy of needs; personal identity function; social utility function. Gratifications can be obtained from a medium's content (e.g. watching a specific programme), from familiarity with a genre within the medium (e.g. watching soap operas), from general exposure to the medium (e.g. watching TV), and from the social context in which it is used (e.g. watching TV with the family). See also individual-media dependency; media functions; relational uses; structural uses; compare active audience theory; reception theory.

http://www.aber.ac.uk/media/Documents/short/usegrat.html Why do people watch television?

Subjects: Media Studies.


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