DENIS MCQUAIL USES AND GRATIFICATIONS PDF

Forgot your login information? In: Encyclopedia of Political Communication. Uses and Gratifications Approach. Subject: Political Communication. McQuail, D. Uses and gratifications approach.

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Uses and Gratifications Approach

Uses and gratifications theory UGTtheory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification.

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