The Uses And Gratification Theory

2231 Words9 Pages
The uses and gratification theory has its roots in the 1940s when the researcher became interested in various forms of media behavior that people engaged in, such as radio listening or newspaper reading. Researcher began seeing these behaviors under perspective of the uses and gratification theory. In 1944 Herta Herzog start classifying the reason of people chose specific type of media. Herzog identify three type of gratification after have an interview with soap opera fans. Based on the reason why people listened to soap operas, the three gratifications categories were emotional release, wishful thinking, and obtaining advice. In 1949, Berelson took advantage of a New York newspaper strike to ask people the reason of why they read newspaper,…show more content…
The uses and gratification theory focused itself on what people do to the media. This theory assumed that the media users are not passive and they are playing an active role in choosing and using the media. The media users are always seeking out the media source that can best satisfy their need and desire. Uses and Gratifications Theory assumes that media users have alternate choices to satisfy their needs (Griffin, 2000). This Uses and Gratification Approach focuses more on "what people do with media?" The media users have the power to decide how they will use the media and how it will influence…show more content…
They went to Edelman, its public relations agency for a solution that can save their company from decline. This campaign is to deliver the message about the meaning of true beauty is actually from a person's self-esteem and confident, and it was targeted women in all aged and all sizes. So, Dove introduced a video which is Dove Real Beauty Sketches for their campaign. This video is about a group a women were asked to describe their facial features to a formal FBI forensic artist. After each woman had finished this step, they were called back one by one to describe the appearance of other women included in the experiment. When the final sketches be revealed, they will realize the way their depict themselves is dramatically different from how others perceive them. So as to promote the true meaning of beauty to all the women, the public relations practitioners of Dove have checked the 2012 Social Network Analysis Report and found out that YouTube's most active audiences members are women between ages of 25 and 54. In order to reach their target audience effectively, the public relations practitioners of Dove have uploaded the video in 25 different languages to 33 Dove YouTube channels and the video have been viewed in over 110 countries. This campaign not only apply uses and gratifications theory to analyze which media is the most easier to reach
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