1. Uses and Gratifications Theory (UGT)

2. UGT argues that people actively seek out specific media and specific content to obtain specific gratifications or results. 1. UGT views people as active because they are able to examine and evaluate various types of media to accomplish communication goals. 2. UGT researchers ask “What do people do with media?’ instead of “What do media do to people?”

3. Assumptions of UGT 1. The audience is active and goal directed. A. Audience needs and gratifications Diversion Personal relationship Personal identity Surveillance 2. The initiative in linking his/her needs gratifications to a specific media choice rests with the audience member. 3. The media compete with other sources to provide needs gratification.

4. Assumptions cont. 4. People are aware enough of their own use, interests, and motives to be able to provide researchers with accurate data. A. Methodologies Interviews Direct observation Surveys 5. Value judgments of media content can only be made by the audience.

5. The Active Audience Blumler (1979) identifies the kind of audience activity associated with media consumption. Utility Intentionality Selectivity Imperviousness to influence