1979/01/01 by Jay G. Blumler · 5 citations
Psychology · Social Sciences · #Advertising #Audience response #Cognition #Gratification #Mass media #Media Studies and Communication #Perception #Political science #Psychology #Social Media and Politics #Social and Cultural Dynamics #Social media #Social psychology #Sociology #Uses and gratifications theory
paper · doi:10.1177/009365027900600102
openalex publication_date 1979/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06
Although the uses and gratifications approach lacks a single general theory, it is not inherently atheoretical, and the author suggests how progress can be made in dealing with four conceptual issues facing this tradition: the nature of the "active" audience; the role of gratification orientations in mediating effects; the social origins of media needs and uses; and the interest shared with students of popular culture in perceptions of and cognitions about mass media content formed by audience members.