onthe standpoint of the uses and gratification theory. This research uses theories of uses and gratification. The theory of uses and gratification considers that mass media do not have the power to influence the audience, but the audience using mass media is certainly based on different needs. An explanatory quantitative approach is used in this study to explain a social phenomenon that can be measured. Dalampenelitian ini menggunakan Uses and Gratification Theory. Teori ini memiliki konsep mengukur kepuasan yang disebut Gratification Sought merupakan kepuasan ingin diperoleh dan Gratification Obtained merupakan kepuasan yang diperoleh melalui motif informasi, motif identitas pribadi, motif intergritas dan RqhSUX. The main goal of the uses and gratifications theory was to explain what kind of the needs people can fulfill through media usage. According to this theory audience is active and individuals use media to achieve some goals and gratifications. The gratifications that audience can accomplish through media usage are numerous usefulness people use media to execute some task, intention media content determines the usage, selectivity according to person's interests and resistance to influences members of the audience values media content independently to media persuasion. Uses and gratifications studies have dealt with all kinds of communication tools, such as television, newspapers, video games, Internet, etc. Even though uses and gratifications theory appears to be very successful in understanding the motives for media usage, some issues remain to be solved and studied in more details in methodological terms. Discover the world's research25+ million members160+ million publication billion citationsJoin for free A preview of the PDF is not available ResearchGate has not been able to resolve any citations for this concerning the “Information Superhighway”; has increased public awareness of ISDN Integrated Systems Digital Networks. But, in gaining a better understanding of public interest in ISDN and the new communication networks, it is useful to assess why many available services have generated so little interest. This paper distinguishes between use of the new technologies for consumer purposes and use in two communications roles — the traditional role of media audiences receiving and processing messages and sending messages. Perspectives on diffusion theory, technology needs and communication needs are applied in an analysis of data gathered in a metropolitan BentleyWhen it failed to arrive, Oregon subscribers said they missed local news. But they also described an emotional attachment to their newspapers, which could not be Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/extroversion affect both the perceived value of advertising as an information source and the relevance of depictions in the media. Depictions in movies and television were rated significantly better than depictions in advertising. Implications are drawn for both media planners and marketing strategists trying to communicate with this elusive KatzHadassah HaasMichael GurevitchThe mass media are ranked with respect to their perceived helpfulness in satisfying clusters of needs arising from social roles and individual dispositions. For example, integration into the sociopolitical order is best served by newspaper; while "knowing oneself" is best served by books. Cinema and books are more helpful as means of "escape" than is television. Primary relations, holidays and other cultural activities are often more important than the mass media in satisfying needs. Television is the least specialized medium, serving many different personal and political needs. The "interchangeability" of the media over a variety of functions orders televisions, radio, newspapers, books, and cinema in a circumplex. We speculate about which attributes of the media explain the social and psychological needs they serve best. The data, drawn from an Israeli survey, are presented as a basis for cross-cultural comparison. This is a preview. Log in through your library. Preview Journal Information Since 1937, The Public Opinion Quarterly has been the leading interdisciplinary journal for practitioners and academicians studying the development and role of communication research, current public opinion, as well as the theories and methods underlying opinion research. Such methods include survey validity, questionnaire construction, interviewing and interviewers, sampling strategy, mode of administration, and analytic approaches. Each issue presents theoretical advances, along with tested applications throughout the social and behavioral sciences. Publisher Information Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals. - Asumsi dasar teori uses and gratifications ada lima. Salah satunya, yakni khalayak aktif dan penggunaan medianya berorientasi pada tujuan. Kelima asumsi ini dicetuskan oleh Elihu Katz, Jay G. Blumler, dan Michael Gurevitch. Teori uses and gratifications menjelaskan bagaimana media dapat memenuhi kebutuhan pribadi dan sosial dari khalayak aktif pengguna teori ini, khalayak atau pengguna media digambarkan memiliki peranan aktif untuk memilih serta menggunakan media sesuai motif dan kebutuhannya. Melansir dari jurnal Fenomena Penggunaan Media Sosial Studi pada Teori Uses and Gratification 2021 karya Hans Karunia H, dkk, teori uses and gratifications menyatakan bahwa khalayak punya pilihan alternatif dalam memuaskan kebutuhannya, termasuk memilih serta menggunakan media tertentu. Poin penting dan utama dari teori ini ialah media bisa membantu khalayak dalam menentukan media yang akan dipilih sesuai motif media sesuai dengan kepentingan khalayak, berarti kebutuhan khalayak terpenuhi. Pada akhirnya, media tersebut dianggap efektif dan mampu memenuhi kebutuhan khalayak. Baca juga Teori Spiral Keheningan Asumsi dan Penjelasannya Asumsi dasar teori uses and gratifications Menurut Richard West dan Lynn H. Turner dalam buku Introducing Communication Theory Analysis and Application 2008, teori uses and gratifications punya lima asumsi penting. Berikut penjelasannya Asumsi 1 khalayak aktif dan penggunaan medianya berorientasi pada tujuan Asumsi ini mengatakan bahwa khalayak bisa membawa tingkat aktivitas yang berbeda dalam penggunaan medianya. Begitu pula dengan usaha untuk menyelesaikan tujuannya lewat media. Menurut McQuail beserta rekannya, ada empat cara untuk mengklasifikasikan kebutuhan serta kepuasan khalayak, yaitu PengalihanAdalah kategori kepuasan yang berasal dari penggunaan media, berupa pelarian diri dari rutinitas serta permasalahan. Hubungan personalAdalah kategori kepuasan yang berasal dari penggunaan media dengan melibatkannya sebagai ganti teman. Identitas personalAdalah kategori kepuasan yang berasal dari penggunaan media dengan menekankan nilai-nilai individu. PengawasanAdalah kategori kepuasan yang berasal dari penggunaan media, berupa pengumpulan informasi yang dibutuhkan. Asumsi 2 inisiatif dalam menghubungkan kepuasan kebutuhan pada pilihan media tertentu terdapat pada anggota khalayak Katz, Blumler, dan Gurevitch menyatakan bahwa kepuasan akan kebutuhan berhubungan dengan pilihan sebuah media. Pilihan ini berada di tangan khalayak, artinya pengguna media bebas menentukan dan memilih media untuk memuaskan kebutuhannya. A Teoria dos Usos e Gratificações, também conhecida como Teoria dos Usos e Necessidades ou ainda Teoria dos Usos e Satisfações, criada por Blumler e Katz inicialmente nos anos 40 e revigorada nas décadas de 70 e 80, apresenta uma concepção sobre as atividades da audiência em contesto ao que as “audiências fazem com as mensagens da mídia em lugar de perguntar o que a mídia faz com suas audiências” BLUMLER E KATZ, 1974; ROSENGREN et al. 1985. Em outras palavras, “ao invés de perguntar o que os meios fazem com as pessoas, a preocupação está em saber o que as pessoas fazem dos meios” MENEZES, 2014 Tal corrente de estudo visa entender o que as pessoas fazem com a mídia a partir de uma abordagem onde os seus usuários são tidos como indivíduos autônomos, livres e racionais em suas escolhas, que dispõem do conteúdo dos meios de comunicação como fonte para suprirem suas carências psicossociais.

jurnal teori uses and gratification