Examining The Use Of The Internet Through Users And Gratification Theory Of Media

By Author: tanya hansen
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The discipline of communication is as unique as any other field is. Initially communication was not given its due importance as a branch of study. A few aspects that are related to the field of communication came under study through other branches like psychology.

We can take it for granted that during the Second World War and the post World War II period many researchers and academicians began showing interest in caring out research in the field of communication. The agenda setting theory and the theory of propaganda are believed to be products of that era.

One such theory that has emerged out of the discipline of communication is that of the users and gratification theory. This theory unlike other theories is strictly born out of the communication stream.

Users and Gratification theory
This is an age old theory of media. However it can be related to the new media also. In fact users and gratification theory is such that it can be related to any form of the media and justified.

Need for users and gratification theory
The various forms of the print, broadcast and the new media do have ...
... a lot of users’ world over. The functions of media irrespective of its form are the same being
•To inform
•To educate
•To protect and
•To entertain

The need for the users and gratification theory arose when researchers wanted to study why people use what kind of media to satisfy or gratify their particular needs.

Understanding the users and gratification through the internet medium
Understanding this theory with the internet is a great idea since the internet has so many users world over. All of us love having one of the fastest internet connections. Little do we realize that we are making use of one of the fastest internet to satisfy our needs.

Classification of users’ needs
Every internet users’ needs are the same. However the levels vary from one user to another. Needs can be classified as
•Cognitive needs
When internet users make use of the internet to satisfy their need to gain information, knowledge or understand about something, this kind of need is regarded as cognitive.
Example: A user logs on to the internet to get more information about a historical fact.

•Social needs
There are many internet users who make use of the internet to be able to socialize. What they are doing is virtually networking. The internet has off late become more than just a communication medium. These are regarded as social needs.
Examples: Internet users making use of e mail, chat rooms and Social Networking Sites SNS’s.

•Affective needs
When people turn to the internet to gratify their emotional wants, what they are doing is satisfying their affective needs. The affective needs can be understood best with an example.
Example: An internet user watches a touching video online. He is simply moved to tears while watching the video. This happens because he is not emotionally strong while watching the video. So he makes use of the internet to gratify his affective needs.

•Personal needs
Personal needs are more to do with the self-esteem of internet users. This also can be best understood with an example

Example: There are people who make use of the internet not because they wish to do so. They do so because everyone in society makes use ofTanya Hansen is a free-lance writer and active blogger. She writes effortlessly about Mass Media, Information Technology (IT) and Information and Communication Technology (ICT). She enjoys surfing and downloading a lot of informative stuff using her reliable internet connection. \ the internet and talks of the same. To be able to groove in to the conversation, they use the internet and thus talk of the same in social groups.