Melansirdari jurnal Fenomena Penggunaan Media Sosial: Studi pada Teori Uses and Gratification (2021) karya Hans Karunia H, dkk, teori uses and gratifications menyatakan bahwa khalayak punya pilihan alternatif dalam memuaskan kebutuhannya, termasuk memilih serta menggunakan media tertentu. onthe standpoint of the uses and gratification theory. This research uses theories of uses and gratification. The theory of uses and gratification considers that mass media do not have the power to influence the audience, but the audience using mass media is certainly based on different needs. An explanatory quantitative approach is used in this study to explain a social phenomenon that can be measured. Fast Money. Considerada como um desdobramento da Teoria Funcionalista, a Hipótese do Uso e das Gratificações afirma que a adoção de um modelo de conduta ou de ação por um indivíduo é resultante de alguma gratificação, que pode ser o alívio das tensões, dicas culinárias, financeiras ou de moda, entre outros. O estudo sobre o Uso e as Gratificações tem como objetivo o tipo de consumo que o público faz das comunicações de massa. E, para entender a comunicação de massa, é essencial a compreensão do quadro social em que essa comunicação está efetivamente inserida. Ou seja, nesses estudos, as necessidades dos destinatários são consideradas com uma das variáveis que delimitam os efeitos da comunicação. A Teoria dos Usos e Gratificações baseia-se em três princípios norteadoresO receptor é ativo e busca os meios de comunicação e os conteúdos que melhor atendam às suas necessidades e desejos;Os motivos que levam à escolha de meios e conteúdos estão sujeitos a inúmeras influências psicológicas, ambientais, conjunturais e sociais;A exposição aos meios compete outras formas potencialmente capazes de satisfazer gratificar aos mesmos indivíduo poderá escolher expor-se aos meios ou procurar formas de gratificação não relacionadas aos meios de comunicação. Da mesma forma, a exposição aos meios é um ato intencional, não casual. O elemento fundamental da hipótese dos “usos e gratificações” é fundir o consumo, o uso e os efeitos da mídia com as características estruturais que precisam os destinatários. Nisso foram determinadas cinco classes de necessidades que os meios de comunicação de massa satisfazemNecessidades Cognitivas reforço dos conhecimentos e compreensãoNecessidades Afetivo-estéticas emocionalNecessidades integrativas no âmbito da personalidade estabilidade emocional, segurança, aumento da credibilidade e statusNecessidades de integração em nível social contatos interpessoais, amigos, família, etc.Necessidade de evasão tensões e conflitos Manusia adalah makhluk berpikir, kreatif dan aktif, dapat berkehendak dan memilih sendiri apa yang diinginkannya. Dari memilih teman, pasangan hidup, makanan, cara berpakaian, termasuk media yang akan dikonsumsinya. Media merupakan salah satu kebutuhan manusia untuk mengetahui berbagai informasi yang dibutuhkannya, baik itu hiburan, berita, dan lain sebagainya. Seseorang mempunyai hak untuk memilih sendiri media apa yang akan dipergunakannya sesuai dengan kebutuhannya. Selain itu, dalam memilih media biasanya seseorang akan melihat dari segi manfaat bagi dirinya dan sejauh mana media itu dapat memenuhi kebutuhannya. The main goal of the uses and gratifications theory was to explain what kind of the needs people can fulfill through media usage. According to this theory audience is active and individuals use media to achieve some goals and gratifications. The gratifications that audience can accomplish through media usage are numerous usefulness people use media to execute some task, intention media content determines the usage, selectivity according to person's interests and resistance to influences members of the audience values media content independently to media persuasion. Uses and gratifications studies have dealt with all kinds of communication tools, such as television, newspapers, video games, Internet, etc. Even though uses and gratifications theory appears to be very successful in understanding the motives for media usage, some issues remain to be solved and studied in more details in methodological terms. Discover the world's research25+ million members160+ million publication billion citationsJoin for free A preview of the PDF is not available ResearchGate has not been able to resolve any citations for this concerning the “Information Superhighway”; has increased public awareness of ISDN Integrated Systems Digital Networks. But, in gaining a better understanding of public interest in ISDN and the new communication networks, it is useful to assess why many available services have generated so little interest. This paper distinguishes between use of the new technologies for consumer purposes and use in two communications roles — the traditional role of media audiences receiving and processing messages and sending messages. Perspectives on diffusion theory, technology needs and communication needs are applied in an analysis of data gathered in a metropolitan BentleyWhen it failed to arrive, Oregon subscribers said they missed local news. But they also described an emotional attachment to their newspapers, which could not be Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/extroversion affect both the perceived value of advertising as an information source and the relevance of depictions in the media. Depictions in movies and television were rated significantly better than depictions in advertising. Implications are drawn for both media planners and marketing strategists trying to communicate with this elusive KatzHadassah HaasMichael GurevitchThe mass media are ranked with respect to their perceived helpfulness in satisfying clusters of needs arising from social roles and individual dispositions. For example, integration into the sociopolitical order is best served by newspaper; while "knowing oneself" is best served by books. Cinema and books are more helpful as means of "escape" than is television. Primary relations, holidays and other cultural activities are often more important than the mass media in satisfying needs. Television is the least specialized medium, serving many different personal and political needs. The "interchangeability" of the media over a variety of functions orders televisions, radio, newspapers, books, and cinema in a circumplex. We speculate about which attributes of the media explain the social and psychological needs they serve best. The data, drawn from an Israeli survey, are presented as a basis for cross-cultural comparison.

jurnal teori uses and gratification