Uses and Gratifications Theory in the 21st Century. Uses and gratification is totally opposite to other theories the term which is used for the audience is that they are very active they know how to use media to complete their wishes, wants or needs. First, it characterizes media users as active in their selection of the media they consume. In this theory, there is a good point to understand what people do with the media in ⦠It is due NO LATER THAN NOVEMBER 7. Authors: Thomas Ruggiero. The uses and gratifications approach has its roots in the 1940s when researchers became interested inwhy people engaged in various forms of media behaviour, such as radio listening or newspaper reading. In other words, it can be said that the theory argues what people do with media rather than what media does to people. The theory is highly individualistic in nature. The theory of uses and gratification has some limitations. For my research proposal I will use the Uses and Gratifications theory to further explain how television takes advantage of new media such as social media (FaceBook, Twitter) and other new types of media in order to strengthen, modify or enhance parasocial relationships people develop with ⦠This theory says that people seek out certain content that they want to see. For example, Herzog in 1944 identified three types [â¦] Hala Touta Uses and Gratification Many studies have been dedicated to the purpose of the communicator in relaying a message. The Uses and Gratification theory discusses the effects of the media on people. The essence of media to the people is to get some form of gratification. They rely on their knowledge ⦠Not sure what I'd do without @Kibin - Alfredo Alvarez, student @ Miami University. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. The paper examines the term Uses and Gratification Theory which was coined by Elihu Katz in 1959 which argues that people actively choose their media products based on their needs, hence the theory's name and that since people make these active choices, the media has less power to influence than previously thought. The uses and gratification theory was first discovered by an Israeli Psychologist, Elihu Katz in 1959, reacting to a research that answered the question âwhat do the media do to people?â He led the argument that there should be less attention paid to what the media do to people and more attention on what people do with the media. Use's and gratifications essay . describe that is, for the purpose of ⦠Continue reading "Uses & Gratification Theory" It is a radical departure from other theories that focus on the impact of media to the people (Blummer & Katz, 1974). WORDS 793. The Uses and Gratifications theory has beendebated as to its accuracy and ... media'sperspective is being analyzed in this essay to derive perceived gratifications obtained from using Second Life, media publications - books, articles, television shows, radio broadcasts, Web content- are all consideredprimary sources. The word âusesâ is explained as âWhat people do with mediaâ. These early studies were primarily descriptive, seeking to classify the responses of audience membersinto meaningful categories. From this perspective, people donât use media passively. They are engaged and motivated in their media selections. An approach of this theory predominantly relies on the examination of gratifications, which play a vital role not only in attracting, but also holding the audienceâs attention. 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