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    Group3 Theoretical&Operational Framework

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    Ma. Abbychel L. Almario
    The document discusses the theoretical framework of Uses and Gratification Theory. It explains that this theory sees audiences as active users who select specific media and content to fulfill certain needs. The theory is based on why people use certain media and how the media satisfies them. There are five basic assumptions of the theory: 1) media use is goal-directed 2) people take initiative in linking gratifications to media choice 3) media compete with other sources for need satisfaction 4) people are typically more influential than the media 5) value judgments of media content should be suspended while audience orientations are explored. The document then discusses how this theory has been applied to analyze social media use and motivation.

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    Group3 Theoretical&Operational Framework

    Uploaded by

    Ma. Abbychel L. Almario
    102 views3 pages
    The document discusses the theoretical framework of Uses and Gratification Theory. It explains that this theory sees audiences as active users who select specific media and content to fulfill certain needs. The theory is based on why people use certain media and how the media satisfies them. There are five basic assumptions of the theory: 1) media use is goal-directed 2) people take initiative in linking gratifications to media choice 3) media compete with other sources for need satisfaction 4) people are typically more influential than the media 5) value judgments of media content should be suspended while audience orientations are explored. The document then discusses how this theory has been applied to analyze social media use and motivation.

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    The document discusses the theoretical framework of Uses and Gratification Theory. It explains that this theory sees audiences as active users who select specific media and content to fulfill certain needs. The theory is based on why people use certain media and how the media satisfies them. There are five basic assumptions of the theory: 1) media use is goal-directed 2) people take initiative in linking gratifications to media choice 3) media compete with other sources for need satisfaction 4) people are typically more influential than the media 5) value judgments of media content should be suspended while audience orientations are explored. The document then discusses how this theory has been applied to analyze social media use and motivation.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    102 views3 pages

    Group3 Theoretical&Operational Framework

    Uploaded by

    Ma. Abbychel L. Almario
    The document discusses the theoretical framework of Uses and Gratification Theory. It explains that this theory sees audiences as active users who select specific media and content to fulfill certain needs. The theory is based on why people use certain media and how the media satisfies them. There are five basic assumptions of the theory: 1) media use is goal-directed 2) people take initiative in linking gratifications to media choice 3) media compete with other sources for need satisfaction 4) people are typically more influential than the media 5) value judgments of media content should be suspended while audience orientations are explored. The document then discusses how this theory has been applied to analyze social media use and motivation.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Theoretical Framework

    This study utilized Katz’s (1970) Uses and Gratification Theory when the study revealed

    that people use the media to their advantage. In the early 1970s, Katz and his two colleagues, Jay

    Blumler and Michael Gurevitch, expanded the idea. The theory of uses and gratification sees the

    audience as dynamic, meaning that they actively search for specific media and content to achieve

    certain results or to meet their needs. Uses and Gratification Theory is based on two important

    questions: 1) Why do people turn to certain media? And 2) how does the media satisfy people?

    According to Katz, Blumler, and Gurevitch, there are five basic assumptions in the theory of uses

    and gratification, as outlined in the book of Mass Communication Research. These basic

    assumptions (Katz, Blumler, & Gurevitch 15-17) provide a framework for understanding the

    relationship between the media and the audience. Social media is a communication method that

    allows users to communicate with thousands of people, if not billions of people around the world

    (Williams et al., 2012). The theory of uses and gratification has gone through four stages of

    development and is scientifically recognized by communicative researchers (West&Turner,

    2010).

    For example, (Ghafari&Shaghaghi, 2010) evaluated the social functions of public libraries

    because media communication institutions used diagnostic and meta-analysis methods. Applying

    uses and gratification theory to the connection and application of knowledge and information

    science in both traditional and modern contexts has been discussed. In modern contexts, we

    particularly emphasize the link between the theory of use and gratification and the retrieval of

    interactive information. In other words, this theory focuses on how users search for media and

    how satisfied they are with their type, content, and usage (Amiri, Noori, Basatian, 2012). Thus,

    the theory of use and satisfaction as a theoretical construct focuses on the factors that cause the

    audience to have complete control over the media's influence.


    Operational Framework

    The operational framework was anchored in the theory of Uses and Gratification,

    highlighting how the media and its content can be a source of influence in the face of other

    competitive influences (Bondad-Brown, Rice, & Pearce, 2012). The concept "uses" refers to

    multiple methods of accessing media sources, such as viewing or making a film, and the word

    "gratifications" refers to the underlying social and psychological needs that people strive to fulfill

    by interaction with various media outlets (Ruggiero, 2000). In addition, Park (2010) suggests that

    motivation is a crucial field to explore in order to understand the behavioral motives of the

    person and the real use of the media. The theory was known to be an axiomatic scientific

    approach, and it is argued that it describes all forms of media communications, both formal and

    digital (Luo & Remus, 2014). Thus, UGT was used to explain various media such as newspaper

    (Elliott & Rosenberg, 1987), radio (Luo et al., 2011), television (Rubin, 1983), and the Internet

    (Flanagin & Metzger, 2001). Moreover, the relationship between social media sites and UGT has

    been explored in areas such as Facebook (Alhabash et al., 2014), Twitter (Han et al., 2015),

    WhatsApp (Aharony, 2015), and YouTube (Hanson & Haridakis, 2008). In addition, Elliot and

    Rosenberg (1987) claim that analysis has focused on UGT to provide clarification as emerging

    mass media technologies have become important, as exemplified by the above-mentioned

    studies. The implementation of UGT thus tends to be particularly applicable when analyzing the

    motivation behind the use of a modern social media site, such as TikTok.

    Blumber and Kats (1974) studies are known to be an advancement of mass communication

    research, based on their hypothesis, that people pursue communication to fulfill their needs,

    which in turn derive from social and psychological states and circumstances. Thus, Tiktokers are
    undergoing this phenomenon. In the understanding of Tiktoker's experience of using the mobile

    application, TikTok, the study has primarily defined the participants who base the conclusions or

    scheme on the pleasure of using the Social Media Site for their own satisfaction and needs. The

    researcher then explained how participants perceive becoming Tiktokers by using the platform in

    their everyday life experiences. Finally, the researchers provided a description and analysis of

    the findings or assumptions formed by their in-depth observations, assessments, and interviews

    with the participants.

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