Gratifications Theory

Introduction
Considered Most Influential Concept In Media Uses

Attempts to explain Gratifications individual seek in particular
Media

Developed in 1940 to measure effectiveness of radio as a media

Katz :
What do People do with Media?
from
What media do to People

The Doctrine
Belief that media has no power over peoples Attitude

Explain dependencies in media habits and Psychological
and Social needs of individual

peoples needs influence the type of media they would choose,
use the different media and gratifications the media give
them. Uses and gratifications approach also postulates that the
media compete with other information sources for
audiences need satisfaction (Katz et al., 1974a).

Assumptions
3 basic assumptions - Blumer, 1979; Swanson, 1979

The audience members are active choosers of
media
The audience members are aware of their needs
The audience members choose their media use
based on gratifying those needs
Motives
Surveillance - need for information about factors
that might affect or help an individual
Personal Relationship - companionship needs and
desire for social interaction
Diversion - needs to escape from problems
Personal Identity - understanding and positioning
oneself in the society

Factors
Demographic Factors
Type of Medium
Criticism
Lacks Clarity among Central Concepts

media can be forced on some people
rather than freely chosen

Self Rating Survey

Current Context
Focus on Shift in Gratification from traditional media to
internet

online services adaptation based on perceived
popularity but use based on needs

Internet may not be a threat but complementary to
Traditional media