Understanding Katz's Theory: Uses and Gratifications Approach Explained
Explore Katz's theory and its impact on media consumption—how we actively use media for fulfilling our needs.
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Katz's theory, formulated by sociologist Elihu Katz, revolves around the Uses and Gratifications approach. It explores how individuals actively seek out media to fulfill specific needs such as information, personal identity, integration and social interaction, and entertainment. This theory shifts the focus from what media does to people to understanding how people use media, highlighting that audience members are not passive consumers but rather active participants in their media consumption choices.
FAQs & Answers
- What is the main focus of Katz's theory? Katz's theory focuses on how individuals actively seek out media to satisfy their needs rather than being passive consumers.
- Who developed the Uses and Gratifications approach? The Uses and Gratifications approach was developed by sociologist Elihu Katz.
- What needs does Katz's theory address? Katz's theory addresses needs such as information, personal identity, social interaction, and entertainment.
- How does Katz's theory differ from traditional media effects models? Unlike traditional models that view audiences as passive, Katz's theory emphasizes the active role of audiences in their media choices.