Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs. The uses and gratifications theory assumes the audience chooses what it wants to watch for five different
Several studies have applied uses and gratifications to explain Internet usage. Like Bandura's social-cognitive theory, the uses and gratifications framework explains media use in terms of expected positive outcomes, or gratifications.
Excellent responses in the top mark band will typically explain two or more uses and gratifications of video games, showing clear, detailed understanding of the theory in its relevant application, and choosing relevant examples of how The Lego Movie Game offers these uses and gratifications.
2.2. Procedure. This study used semi-structured interviews of each eligible participant. The list of the interview questions can be found in Appendix A and examples of potential follow-up questions in Appendix B.These questions were developed based on literature about the U&G Theory, the spread of social medias challenges, and our research question.The Uses and Gratification theory suggests that audiences are responsible for selecting the media organization that would best serve their needs; and that media outlets are used by the audiences to fulfill specific gratifications. In the submission of Katz et al (1973-1974) the media compete against other
2.2 Uses and Gratification Theory (UGT) The uses and gratifications theory was originally developed to explore users' reactions to mass media in the 1940s. UGT has been utilized to explain the psychological needs of individuals that motivate their use of a particular medium.
Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them. Historically, the theory was first introduced to understand why people chose to consume the various forms of media that were present at the time in 1940s.Uses and Gratifications Theory (U> Katz et al. 1973) helps explain the gratifications sought and obtained in the use of social media, and also shows that these gratifications differ according to individual characteristics..