Professional Documents
Culture Documents
Uses and Gratification Theory: Teori Komunikasi
Uses and Gratification Theory: Teori Komunikasi
Uses and Gratification Theory: Teori Komunikasi
TEORI KOMUNIKASI
Dr. Ali S.
MENTION, FSSK
Universiti Kebangsaan Malaysia
Overview
Cont
According to U&G, we all have
different uses for the media and we
make choices over what we want to
watch.
In other words, when we encounter a
media text, it is not just some kind of
mindless entertainment we are
expecting to get something from it:
some kind of gratification.
1970s
Researchers began to categorize the various
motives for media use.
Others developed their own typology for
gratifications.
Rosengren and Windahl suggest that media
uses and effects should be linked.
Cont
Viewers are active participants.
Media is used for gratifications.
Social and psychological factors
mediate peoples communication
behavior.
Viewers must pay attention to be
influenced or affected by the media.
Cont
2. Personal Identity
We may watch the television in order to look
for models for our behaviour.
So, for example, we may identify with
characters that we see in a drama.
The characters help us to decide what we feel about
ourselves and if we agree with their actions and
they succeed we feel better about ourselves think
of the warm feeling you get when you favourite
character triumphs at the end of a programme.
Cont
Sitcom can sometimes address
challenging issues or personal
situations in a way that allow the
audience to a) relate and b) draw
reassurance from. For example:
Cont
Discomfort over racial integration
(Love Thy Neighbour)
The difficult onset of puberty (Darlene
in Roseanne)
or even stress-induced bed-wetting
(Lucy in My Parents Are Aliens).
Cont
3. Integration and Social Interaction
We use the media in order to find out more
about the circumstances of other people.
Watching a show helps us to empathise and
sympathise with the lives of others so that
we may even end up thinking of the
characters.
At the same time television may help us to
get on with our real friends as we are able to
talk about the media with them.
Cont
4. Entertainment
THANK YOU