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Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?" This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of UGT is: ''Why'' do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape.〔"What Can Uses and Gratifications Theory Tell Us About Social Media?" Education|Ithink. 29 July 2010. Web. 17 October 2011. It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification.〔Katz, Elihu, Jay G. Blumler, and Michael Gurevitch. "Uses and Gratifications Research."The Public Opinion Quarterly 4th ser. 37 (1973–1974): 509-23. JSTOR. Web. 14 Oct. 2011. UGT has a heuristic value today because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed." ==Uses and gratifications approach== Mark Levy and Sven Windahl provide a good description of what it means to be an "active consumer" of media: :"As commonly understood by gratifications researchers, the term "audience activity" postulates a voluntaristic and selective orientation by audiences toward the communication process. In brief, it suggests that media use is motivated by needs and goals that are defined by audience members themselves, and that active participation in the communication process may facilitate, limit, or otherwise influence the gratifications and effects associated with exposure. Current thinking also suggests that audience activity is best conceptualized as a variable construct, with audiences exhibiting varying ''kinds'' and ''degrees'' of activity." 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Uses and gratifications theory」の詳細全文を読む スポンサード リンク
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