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Uses and Gratifications - Elihu Katz

References: Griffin, E. (2012). A first look at communication theory. (8th ed.). New York: Mc Graw Hill.

Nadinne Capistrano

on 30 January 2013

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Transcript of Uses and Gratifications - Elihu Katz

Uses and Gratifications Elihu Katz Katz' argument to Bernard Berelson's study on the persuasive power of the radio during the 1940 presidential campaign. "What do media do to people?" "What do people do with media?" People consume a dazzling array of media messages for all sorts of reasons. The effect of a given message is unlikely to be the same for everyone. The driving mechanism of the theory is gratification. 5 Key Assumptions 1.People use media for their own particular purposes.

2.People seek to gratify needs.

3.Media compete for your attention and time.

4.Media affect different people differently.

5.People can accurately report their media use and motivation. Typology of Uses and Gratifications 1. Passing Time
2. Companionship
3. Escape
4. Enjoyment
5. Social Interaction
6. Relaxation
7. Information
8. Excitement Critique What makes an objective theory good? o The “twin objectives of scientific knowledge” – the theory must explain the past and present, and predict the future

o Relative simplicity – the theory must be as simple as possible

o Testability – the theory must be testable and falsifiable

o Practical utility – the theory must be useful

o Quantitative research – the theory must appeal to numbers
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