Uses and Gratification Theory

The theory of “Uses and Gratification” initially focuses on the different forms of media that
users. Later, Jay Blumler and Elihu Katz’s (1974) found that individuals use mass media to
fulfill their needs and feels satisfy when these needs are met. The theory is based on some major
assumptions. The first assumption is that users are actively engaged in integrating media with
their lives. This means users are motivated to select media content/options. Secondly, they have
control over their media consumption, means they know very well the reason of choosing
specific media for gratify their needs. The third assumption is that user’s behavior to consume
media is goal oriented such as people listen to music to fit their uplift their mood. Next
assumption is that users choose media based on the assumption that it will fulfill specific
gratification. Lastly, media compete with other forms of communication to get a person attention
such as users have option to have face to face conversation with their friends instead of watching
live show. To summarize the theory explains that individuals opt media content for making their
need met and they feels satisfied when their needs have been met through specific media
consumption.
Research showed when individual needs met through using media, they again reuse that specific
media forum that facilitates in developing a continuous consumption of that media forum. This
theory answered “why” and “how” questions that which psychological needs of peoples drives
for using media. Some of the major gratification of using media are entertainment, self-identity,
social interaction, and knowledge.
1. Knowledge- Users follows online blog communities to acquire knowledge.
2. Social Interaction- People joins different communities of social media groups such as on
Facebook to socialize.
3. Entertainment – User watch sports shows, movies, or songs to entertain oneself.
4. Identity – People watches documentaries or read autobiographies for being like their role
models.
Likewise, companies should use different social media marketing techniques for managing their
brand communities such as companies should directly interact to consumers by asking users
products feedbacks or reviews and keeps responding to users’ post. Though its consumers
socialization need will be met. Along with it, potential users will be educated themselves
whether to purchase or not by reading the review of others. Further, celebrity endorsers should
be use for admiring consumers to buy a product and attractive advertisements will let individuals
to entertain oneself.
References
Kircaburun, K., Alhabash, S., Tosuntaş, Ş.B. et al. Uses and Gratifications of Problematic Social Media Use
Among University Students: a Simultaneous Examination of the Big Five of Personality Traits, Social
Media Platforms, and Social Media Use Motives. Int J Ment Health Addiction 18, 525–547 (2020).
https://doi.org/10.1007/s11469-018-9940-6
Stanley, B. (2015). Uses and gratifications of temporary social media: a comparison of Snapchat and
Facebook. Fullerton, CA: California State University.