USES AND

GRATIFICATION
THEORY

PRESENTED TO:
SIR UMAIR NADEEM
PRESENTED BY:
ALI KAZMI
ROLL NO.19
 USES AND
GRATIFICATION

Coined in the early 1940s by Katz and
Blumler (1974), the uses and gratifications
theory deals with understanding why
people use certain types of media, what
needs do they have to use them, and
what gratifications do they get from
using them.
 TYPES OF
GRATIFICATION

Two of these gratifications, content and
process gratifications, had been found
before in studies of the uses and
gratifications of television. However, a
new social gratification specific to
internet use was also found. These two
studies indicate that people look to the
internet to fulfill social and communal
needs.
 ELEMENTS OF
GRATIFICATION

The principal elements of uses and
gratifications include our psychological
and social environment, our needs and
motives to communicate, the media, our
attitudes and expectations about the
media, functional alternatives to using
the media, our communication behavior,
and the outcomes or consequences of our
behavior.
 CATEGORIES OF
GRATIFICATION

1. Cognitive needs.
2. Affective needs.
3. Personal Integrative needs.
4. Social Integrative needs.
5. Tension free needs.
 

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