Uses And Gratifications Theory Analysis

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Uses and Gratifications Theory Analysis
Paige Healey
George Mason University Abstract What mass communication professionals recognize as the uses and gratifications (U&G) approach is recognized broadly as a subtradition of media effects research. As an active-audience approach, this theory presented innovated perspectives to evaluating mass media. With technological advances changing the mass media world each year, U&G offers a flexible approach to analyzing how and why and audience uses media. Strengths and weaknesses are proposed in the paper and an overall evaluation of the theory is offered.

Uses and Gratifications Theory Analysis
Technology has rapidly become a necessity in the 21st century. Today, it is almost impossible to go a full day without interacting with some form of technology. This revolutionary change in our lives has also brought with it an enormous transformation for mass communication. Since its inception, mass communication specialists have coined theory after theory in relation to the communication field. In 1940, social scientist Herta Herzog pioneered the work of an innovative perspective on mass communication, but it wasn’t until the 1970’s that this uses-and-gratification theory (U&G) was brought forth and established in full by Jay Blumler and Elihu Katz (Baran & Davis, 2012 p. 208). This was a groundbreaking philosophy from preceding mass communications theories centered on an active-audience approach.
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