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  • Answer me this question: why are you  watching this video now? And why are  

  • you using all the media like...all the  time? Let's find out, with people also ask.

  • Hi, I am Shao, Welcome to what  people also ask, where I search  

  • something seemingly obvious on Google

  • and share with you some of its PAAs, aka People Also Ask,  

  • which is a feature telling you what people are  searching on Google that relates to your query.

  • Today's keyword is Use and Gratification  Theory. We will talk about what is Use and  

  • Gratification Theory, when did it started, and  some examples of UGT in PR and Social Media.

  • So the first PAA is What is uses and gratification theory?

  • The answer is extracted from an article  titled "Uses and Gratifications Theory"  

  • published by Businesstopia, which iswebsite about business and communication.

  • This article explained that uses and gratification  theory is an opposing theory to the magic bullet  

  • theory aka hypodermic needle model because UGT assumes that the public is active,  

  • while the magic bullet theory assumes  that the audience is passive and helpless.

  • According to UGT, the audience is said  to have full control over the effect of  

  • media on them as the media can be  chosen by the audience themselves,  

  • and there are five basic areas of human  gratifications. They are as follows:

  • 1.Affective needs

  • Affective needs refer to the emotional  satisfaction and pleasure people  

  • derive from using media. People  identify with the characters in  

  • the media and empathize with  the emotions they display.

  • 2.Cognitive needs 

  • People use media to get information and fulfill their mental and intellectual needs. Like People  

  • utilize both analog and digital media to learn  about news and keep up with current events.  

  • They also use the media like online courses to learn a variety of subjects.

  • 3.Social integrative needs

  • Social integrative need is a person's  need to interact with others,  

  • such as family and friends. People utilize  social networking sites like Facebook,  

  • MySpace, and Twitter to mingle and interact with  others. People also use media to improve their  

  • social relationships by searching subjects  to discuss with their friends and family.

  • 4.Personal integrative needs

  • Believe it or not, media consumption help  humans in the formation and consolidation of  

  • their identity. Like you might watch advertising  and learn about current trends in order to adapt  

  • your lifestyle and blend in with others. During  media consumption, we also tend to see characters  

  • with characteristics that appeal to us as role  models, and we begin to emulate their actions.

  • 5.Tension-free needs

  • People may have many tensions in  their lives they do not want to face,  

  • so they turn to the media for relief.

  • As a person who lives in modern society, you might  think this theory is just stating the obvious,  

  • but you know what, back to 1940s it was Not  that obvious. Let's talk about our next PAA:

  • When did the Uses and gratification theory start?

  • The answer is extracted from  an article titled "What Is Uses  

  • and Gratifications Theory? Definition  and Examples" published by ThoughtCo,  

  • which is a website providing information  about science, math, and humanities.

  • According to this article, Uses and gratifications  was first introduced in the 1940s as researchers  

  • looked into why people choose to  consume different types of media.  

  • Then, in the 1970s, researchers turned  their attention to the outcomes of media  

  • use and the social and psychological needs  that media gratified. Today, the theory is  

  • often credited to communications professor Jay  Blumler and sociologist Elihu Katz's work in 1974.

  • Another interesting thing this article  mentioned is a 2004 study published in  

  • the journal CyberPsychology & Behavior on  uses and gratifications of the internet.  

  • This research found seven gratifications for media  use ,which are different from the traditional five  

  • basic areas of media gratifications defined  by previous researchers, these 7 areas are:

  • 1.information seeking 

  • 2.aesthetic experience 3.monetary compensation 

  • 4.diversion 5.personal status 

  • 6.relationship maintenance, and 7.virtual community.

  • The virtual community need is especially  interesting because it could be considered  

  • a new gratification as it can only be done  using relatively new technology and media.

  • We know nowadays because of the  emergence of social media and  

  • search engine, UGT actually has become  even more relevant than before, but

  • What are some examples of use and gratification  theory in public relations and social media?

  • This question was answered by an  article titled "Analyzing the Theory:  

  • Uses and Gratifications in Public  Relations" written by Elizabeth  

  • Molek and Hannah Morrissey published  on Penn State University's website.

  • Since this study was published in 2020,  

  • it has provided numerous real-world  and current examples of how uses and  

  • gratification theory might be utilized in  social media and public relations today.

  • One example is GoPro's social media  campaigns on Instagram. GoPro is a  

  • camera firm selling cameras specializing in  capturing moments in sports and adventurous  

  • situations. GoPro's Instagram features daily  “photos of the day and videos of the day”.

  • Here's how it work, GoPro chooses one  user submission of content like a photo of  

  • skydiving or video of snorkeling to share on  their Instagram accountand the caption will  

  • tag the user who sent in the submission while also  mentioning the model of the GoPro camera in use.

  • By republishing user's photos and tagging them  in these posts , GoPro is able to satisfy user's  

  • personal integrative needs at the same time  satisfy the audience's tension-free needs,  

  • by providing exciting contents. Everyone wins!

  • It is just one example analyzed by this article, I highly recommend reading the whole paper yourself.

  • All right, let's recap:

  • Today we learned the concept of  Uses and Gratification Theory,  

  • five basic areas of human gratifications,  

  • A little history about UGT and seven  gratifications for media use defined by a 2004  

  • research, and we also learned how UGT might be useful in today's  world of social media and public relations.

  • If you made it to the end of the video, chances  are that you enjoy learning what people also  

  • ask on Google. But let's face it, reading PAA  yourself will be a pain. So here's the deal,  

  • I will do the reading for you and uploadvideo compiling some fun PAAs once a week,  

  • all you have to do is to hit the  subscribe button and the bell icon  

  • so you won't miss any PAA report thatcompile. So just do it right now. Bye!

Answer me this question: why are you  watching this video now? And why are  

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Uses and Gratification Theory: Concepts, History and Social Media Example

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    羅紹桀 posted on 2021/06/21
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