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Uses And Gratifications

Uses and gratifications overview: http://www.aber.ac.uk/media/Documents/short/usegrat.html

Assumptions of Uses and Gratifications

  1. To be influential a channel and/or its messages must be perceived as useful.
  2. Audience members are aware of and command media selections
  3. Individuals are goal directed
  4. Individuals are capable of explaining their choices
  5. Media compete for selection (and face to face is seen as something different and more powerful)

Components of the Uses and Gratifications Decision process

  1. Needs
  2. Motives: Reasons for action
  3. Goals: Intended purpose
  4. Plans: Strategies for action


-- Last edited September 18, 2015

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Unless otherwise noted, the contents of this page were written by participants on the Media Space Wiki, operated by Davis Foulger, and should be cited accordingly. For example (APA):
Foulger, D. and other participants. (September 18, 2015). Uses And Gratifications. MediaSpaceWiki. Retrieved on from http://evolutionarymedia.com/wiki.htm?UsesAndGratifications
.
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