Uses and gratifications theory
The benefits and rewards approach (also Uses and gratifications approach, uses-and - gratifications approach or theory of selective attention ) is a model of media use research and contradicts the effect of the older approach stimulus-response model. In the deposition or complement media impact, the approach examines the active role of the recipient in dealing with mass media.
The term "Uses & gratifications " was coined by the American sociologist Elihu Katz and communication scientists in the early 1960s. Attributable to the recipient an active role in dealing with mass media was a crucial paradigm shift for communication science. The benefits and rewards approach is the starting point for the work of the German communication scientist Will Teichert, which building on the communication model of the benefits approach developed.
The aim of the communication theory approach is the motives for media use of the recipients, so the user out. For the first time the view is placed on the consciously acting recipient (user, receiver). "We no longer ask 'What can the media do to people? ' But ' What do people do with the media? ' "
The recipient decides out of his own interests ( content, form, aesthetics) and from his desire location (eg, escapism, information, entertainment, etc. ), whether and what kind of media offer he uses. The use of a medium that is determined by the expected utility and the satisfaction of needs of the media offer.
For science, this approach means that media can take on functions that are dependent on the needs and expectations of the people. These needs are conscious and verbalized and thus empirically researched. Each medium has its Standardgratifikation that is taken in a situation-specific claim.
The theory of selective attention states that people turning more such media content that are close to their own point of view. The choice of daily newspaper, for example, to teach according to their supposed political direction. Only where a media content reaches a recipient as a result of selective attention at all, therefore there may be a media effect.
The next step is the selective perception. Here more such content would be perceived from the selected media offer that fit to their own setting.
Ultimately, it comes to selective retention: To own opinion consistent content would rather keep than others in mind.
The sequence of selective attention, selective perception and selective retention is a shift in the perceived media image in the direction of one's own point of view.
Basic assumptions
Developments
The benefits and rewards approach is less a theory as more of a research strategy. Corresponding developments in models help the approach to a stronger theoretical foundation.
The GS / GO model
The GS / GO - model illustrates the feedback received bonuses on the search for new gratifications; GS means here gratifications Sought and Obtained GO gratifications so searched and obtained gratifications. This approach takes into account the alternatives described in point 3 of the basic assumptions. The obtained gratifications of the medium on the one hand and the alternative on the other hand are collected and compared with the desired gratifications. The more fit then decides on the grant.
Embedding of expectancy times value theory
The further development was necessary because anyway not the actual, but the expected gratifications were collected. If the expectation cherished that a medium / program has a certain property, the use of which depends on the evaluation of the property. If evaluated positively an allowance is made for negative turning away. Thus, this model also explains the media avoidance behavior.