"The focus of UGT is to understand why and how people actively seek out specific media to satisfy specific needs."
A study that tries to identify the reasons why people use media.
Uses and gratifications theory: Uses and gratifications theory examines why and how audiences actively select and consume media to fulfill specific needs and gratify personal motivations.
Media consumption patterns: Media consumption patterns refer to the ways in which individuals consume media content, including the platforms, content types, and frequencies they engage with.
Social identity and media use: Social identity and media use examines how individuals form and express their sense of self through their consumption and interaction with media.
Media dependency: Media dependency within the field of Media Studies and Uses and gratifications refers to the extent to which individuals rely on media for information, entertainment, and personal connections in their daily lives.
Parasocial relationships: Parasocial relationships refer to the one-sided connections formed between media consumers and media personalities, where individuals develop feelings of friendship or intimacy with fictional or non-fictional characters.
Selective exposure: Selective exposure refers to the tendency of individuals to choose media content that aligns with their existing beliefs, values, and interests.
Agenda setting theory: Agenda setting theory in Media Studies and Uses and gratifications refers to the ability of the media to influence the importance and salience of topics in the public's minds.
Cultivation theory: Cultivation theory examines how long-term exposure to media content can shape individuals' beliefs, values, and perceptions of reality.
Psychological effects of media exposure: The topic of psychological effects of media exposure explores how individuals' emotions, behaviors, and cognitive processes are influenced by their consumption of media content.
Motivations for media consumption: Motivations for media consumption refers to the underlying reasons why individuals engage with various forms of media, highlighting their desires, needs, and expectations fulfilled through media experiences.
Media and escapism: Media and escapism refers to the use of various media platforms, such as television, films, and video games, as a means for individuals to escape from their everyday reality, seeking entertainment, distraction, or emotional release.
Audience reception: Audience reception in Media Studies refers to the analysis and understanding of how individuals interpret, perceive, and respond to media messages, taking into account their personal backgrounds, needs, and motivations.
Social cognitive theory: Social cognitive theory is a framework that explores how individuals learn and behave in relation to media content by observing others and imitating their actions and beliefs.
Self-determination theory: Self-determination theory in media studies explores how individuals seek autonomy and fulfillment through the active selection, interpretation, and application of media content to satisfy their psychological needs.
Human needs theory: Human needs theory in the context of Media Studies and Uses and gratifications suggests that individuals consume media to fulfill their psychological and social needs.
Narrative theory: Narrative theory examines how individuals consume and engage with media by emphasizing the importance of storytelling and the meaning individuals derive from narratives.
Cognitive dissonance theory: Cognitive dissonance theory in the field of Media Studies and Uses and Gratifications focuses on the discomfort individuals experience when their beliefs or actions contrast with the media messages they consume, leading them to actively seek resolution or adjustment to alleviate this mental conflict.
Media effects on behavior: Media effects on behavior explores how media consumption influences individuals' attitudes, beliefs, and actions in society.
Media effects on affect: Media effects on affect refers to the study of how media content and experiences can influence individuals' emotions, moods, and overall affective states.
Media literacy: Media literacy is the ability to critically analyze, understand, and interpret media messages, helping individuals become active and discerning participants in the media environment.
Social comparison theory: Social comparison theory in Media Studies and Uses and gratifications explores how individuals compare themselves to others within media content to evaluate and understand their own abilities, attributes, and social status.
The role of media in shaping political attitudes and behaviors: The role of media in shaping political attitudes and behaviors investigates how media influences individuals' political beliefs, opinions, and actions.
Differences in media use among cultures and subcultures: Differences in media use among cultures and subcultures refer to the varying ways individuals from different cultural or subcultural groups consume media content and the needs they seek to fulfill through media consumption.
Media influences on body image and self-esteem: The topic of Media influences on body image and self-esteem explores how media representations of idealized bodies affect individuals' perceptions and evaluations of their own bodies and overall self-worth.
The role of media in interpersonal relationships: The role of media in interpersonal relationships examines how media consumption influences the formation, maintenance, and dynamics of personal connections and relationships.
The role of media in education: The role of media in education explores how media can be used as a tool for learning, information dissemination, and engagement in educational settings.
The role of media in health communication.: The role of media in health communication explores how media institutions and technologies are utilized to inform, educate, and influence individuals' health behaviors, attitudes, and decision-making processes.
Information and Education: This type of use and gratification suggests that people use media to learn new things or obtain specific knowledge, including news, educational programs, documentaries, or even movies.
Social Cohesion: This type of use and gratification suggests that people use media to establish or maintain social relationships, including talking about the latest TV series or shows with friends, to express cultural values or check social status.
Personal Identity: This type of use and gratification suggests that people use media to build and maintain their self-perception, including their values, beliefs, attitudes, and even self-esteem.
Entertainment: This type of use and gratification suggests that people use media for pleasure and diversion, including watching movies, listening to music, or playing games.
Escape: This type of use and gratification suggests that people use media to escape from their everyday reality, especially in troubled times or uncomfortable situations, including watching comedies or fictional shows.
Empowerment: This type of use and gratification suggests that media can empower an individual in different ways, such as providing social support, giving positive examples, or encouraging political participation.
Arousal: This type of use and gratification suggests that people use media to generate excitement, arousal, or stimulation, including engaging in violent or sexual content.
Passing Time: This type of use and gratification suggests that people use media to pass the time, lack of better choices, or boredom, including surfing the Internet or scrolling social media.
Mood Management: This type of use and gratification suggests that individuals use media to manage their emotional state, including using music to uplift their mood, watching drama to cope with stress, or comedy to lighten their moods.
Cognitive Stimulation: This type of use and gratification suggests that people use media to challenge their intellect and stimulate their curiosity, including documentaries or other mentally challenging content.
Habit/Compulsion: This type of use and gratification suggests people may use media out of habit and/or addiction to it. They may watch TV 24/7 or be online all night.
Helping Behavior: This type of use and gratification suggests that individuals use media to help themselves or others, such as looking up remedies online, seeking health information or finding support groups.
Social Learning: This type of use and gratification suggests that people use media to learn from others, especially for practical or social skills, such as cooking, mending clothes, or social etiquette, among others.
Self-Expression: This type of use and gratification suggests that, for many people, media is a means of expressing themselves creatively or artistically, such as posting personal stories, art or music on social media, or making vlogs and podcasts.
"Diverging from other media effect theories that question 'what does media do to people?', UGT instead focuses on 'what do people do with media?'"
"Why do people use media and what do they use it for?"
"UGT assumes that audience members are not passive consumers of media."
"The audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives."
"UGT discusses how users deliberately choose media that will satisfy given needs."
"UGT allows them to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape."
"UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification."
"This theory implies that the media compete against other information sources for viewers' gratification."
"This communication theory is positivistic in its approach, based in the socio-psychological communication tradition."
"Media is a highly available product."
"Audiences are the consumers of the product."
"UGT assumes that users deliberately choose media to satisfy specific needs."
"It gives communication scholars a 'perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed'."
"Media choice, consumption, and even impact can be viewed through the lens of UGT."
"People actively seek out specific media to satisfy specific needs."
"UGT assumes that audiences are responsible for choosing media to meet their desires and needs."
"UGT discusses how users deliberately choose media that will satisfy given needs and allow them to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape."
"Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification."
"UGT assumes that media is a highly available product and that audiences are the consumers of the product."