Puganesh Selvaraj @ Pugaa S-QM0024/10 27 September 2010.

Communication based-model: Uses & Gratification Model

Puganesh Selvaraj @ PugaaS-QM0024/10

27 September 2010

Introduction & Maslow’s Hierarchy of

Needs

Historical Development of U&G

Latest: Facebook and MySpace are

youths favorite!

Overview

U & G arose originally in the 1940s and underwent a revival in the 1970s and 1980s

Propounded by Kartz, E. in 1970 – how people use media for gratification of their needs.

Abraham Maslow create Maslow’s Hierarchy of Needs – propound that people choose what they want to see and read and different media compete to satisfy each individuals needs.

Introduction & Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

There are 5 levels in the form of pyramid with

the basic needs such as food and clothing at

the base line and the higher order at top of

pyramid.

The fulfillment of each level needs leads to the

individual looking to satisfy the next level of

needs and so on till he reaches the superior-

most need of self-actualization.

Maslow’s Hierarchy of Needs

Physiological Needs — water, breath, food, cloth and etc

Safety Needs —security of employment, property, health, resources and etc

Social Needs — family, friendship and love Esteem Needs — self esteem, achievement and

self-respects Self Actualization — This level of need

pertains to what a person's full potential is and realizing that potential.

Information – we want to satisfy our curiosity;

Personal Identity – people look for models to

benchmark their behaviors;

Integration & Social Interaction – use the

media to find out the circumstances of other

people; and

Entertainment – relaxation.

U & G : Type of Gratification

Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners.

In 1948, Lasswell introduced a four-functional interpretation of the media on a macro-sociological level

Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals.


Historical Development of U&GIn 1972, Blumler and Katz extended Lasswell's four group25 years later. These included four primary factors for whichone may use the media:

Diversion—Escape from routine and problems; an emotional release.

Personal Relationships —Social utility of information in conversation; substitution of media for companionship.

Personal Identity or Individual Psychology —Value reinforcement or reassurance; self-understanding, reality exploration.

Surveillance—Information about factors which might affect one or will help one do or accomplish something


Katz, Gurevitch and Haas (1973) saw the mass media as a means by which individuals connect or disconnect themselves with others

Cognitive needs —Acquiring information,

knowledge and understanding.

Affective needs —Emotion, pleasure, feelings.

Personal integrative needs —Credibility,

stability, status.

Social integrative needs —Family and friends.

Tension release needs —Escape and diversion

Individuals use Social Networking Services

(SNS) to satisfy specific gratification that

they seek.

Famous SNS: Facebook and MySpace.

Current Trend

Created by current CEO of eUniverse Tom

Anderson’s in August 2003.

At first used by the employees who participated in

a contest of who can recruit more friends online.

The growth is was generated from mouth-to-

mouth.

By 2004 more teenagers join the club and

ultimately made what is MySpace today.

History of MySpace

2004: Created for Harvard students and later

opened for other higher learning institutes.

2005: FB opened access to high school

students.

2006: Opened the site to general public.

2007: Was reported to have more than 21

million registered members, generating 1.6

billion page views a day.

History of Facebook

Why youths use Facebook and Myspace through

Uses and Gratification Theory.

1. Efficient Communication

Spread news quickly to multiple users at a time

Helps to get latest updates of acquaintance (ie,

marriage)

An efficient way for an individual to get quick

response of when she or he desires attention.

Facebook & MySpace: popular SNS

2. Convenient Communication

Staying in touch of family and friends and

managing communication

Good for long term communication

Can get connected with others at a very lost cost.

Enjoys receiving end of communication without

having to engage in turn in any dialogue.

Facebook & MySpace: Popular SNS

3. Curiosity about others

Acquire information of others whom they

are interested.

Obtain updates about an old acquaintance

Find out about new people.


4. Popularity

Attempts to add as many as friends possible

to increase popularity

People likes getting comments from others

to build up image.


5. Relationship Formation &

Reinforcement

Extremely useful in maintaining new pre-

existing relationship and meet new people

To initiate conversation between friends.


Because of nature of individual’s curiosity and the

desire to build and develop relationship.

SNS users enjoys convenience, efficiency and

popularity of using the powerful medium to convey

messages and find answers.

Based on the 5 elements discussed on the earlier

sessions, youths use SNS to satisfy specific

gratification that they seek.

Summary

References Blumler and Katz. 1972. The Uses of Mass Communication:

Current Perspectives on Gratification Research.

Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164-181.

Mark, A. U., Qingwen, D., and Kenneth, D. 2010. Explaining why youth use MySpace and Facebook through Uses and Gratification Theory. 12(2) 215-229.

Puganesh Selvaraj @ Pugaa S-QM0024/10 27 September 2010.

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