The uses and gratifications theory plays a large role in public relations by way of explaining the relationship between the media and its publics. As previously stated, this theory claims that audiences are actively seeking out different forms of media to satisfy their own needs. There are five different circumstances that encompass one's
Uses and Gratification Theory and Learning In the middle of the last century, experts held some odd beliefs that we might find exceptionally strange in our present age. For example, many scholars were convinced that not only was learning a passive activity, but that mass media such as movies, television, and newspapers held significant control
authenticity of uses and gratifications theory. Some prominent applications of U & G theory are as follows: Research: Researchers in field of mass communication often utilize uses and gratification theory for research purposes to explain the different dimensions of the media use by people and to describe the social and economic context of needs
This study combines the theory of uses and gratification and a subjective norm perspective to create an integrated model that predicts liking behavior and usage intentions on Facebook.
2.2 Uses and Gratification Theory (UGT) The uses and gratifications theory was originally developed to explore users' reactions to mass media in the 1940s. UGT has been utilized to explain the psychological needs of individuals that motivate their use of a particular medium.
Uses and Gratifications Theory. Practitioners of the uses and gratifications theory study the ways the public consumes media. This theory states that consumers use the media to satisfy specific needs or desires. For example, you may enjoy watching a show like Dancing With the Stars while simultaneously tweeting about it on Twitter with your
