The uses and gratifications theory is one of the oldest and most adaptive communication theories, dating back to early radio (Herzog, 1941) and continuing through to today's new media (Ruggiero Easy to understand guide to the Uses & Gratifications theory for students at both GCSE & A-Level. Sorry about the sound!!! Researchers employed the uses and gratifications theory in this case to reveal a nuanced set of circumstances surrounding violent media consumption, as individuals with aggressive tendencies were drawn to violent media. Because the media is one of the most important gauges of public opinion, this theory is often used to explain the Uses and Gratifications Theory (U> Katz et al. 1973) helps explain the gratifications sought and obtained in the use of social media, and also shows that these gratifications differ according to individual characteristics. ABSTRACT. Uses and gratifications is a media user-centered theory of media use and effects. As a media theory, uses and gratifications posits that people choose from among media and other communication channels to satisfy their needs and desires. U&G theory offers a comprehensive understanding of users' post-acceptance behaviour by explaining various types of user gratification after usage. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Stage 1: The basic premise dating back to the 1940s . Beginning in the 1940s, researchers began to see patterns under the perspective of the uses and gratifications theory in radio listeners. r0Ep.

uses and gratification theory explained