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Uses and gratifications
Author(s)
Date Issued
2015
Publisher
John Wiley & Sons, Inc.
ISBN
9781118541555
9781118290750
Citation
In Mazzoleni, Gianpietro (Ed.). 2015. The international encyclopedia of political communication. John Wiley & Sons, Inc.
Type
Book Chapter
Abstract
This article gives an overview of the origin and assumptions of uses and gratifications (U&G) theory, highlighting past and present U&G research. U&G research seeks to understand why people use media, rather than what media do to people, and the general theoretical conclusion from past U&G studies is that the gratifications sought motivated the use of a particular medium in an audience to satisfy certain social and psychological needs. This article also emphasizes how the U&G framework has been employed in political communication research and, more recently, how new media, especially the Internet, have become a focus in explaining a host of political effects variables.
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