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The Importance of Needs in U&G.pdf (212.03 kB)

The Importance of Needs in Uses and Gratification Theory

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posted on 27.05.2021, 20:57 by Faiswal Kasirye

Coined in the early 1940s by Katz and Blumler (1974), the uses and gratifications theory deals with understanding why people use certain types of media, what needs do they have to use them, and what gratifications do they get from using them. Historically, the theory was first introduced to understand why people chose to consume the various forms of media that were present at the time in 1940s.

Funding

none

History

Declaration of conflicts of interest

None

Corresponding author email

kasirye.faiswal@gmail.com

Lead author country

Malaysia

Lead author job role

Practitioner/Professional

Lead author institution

International Islamic University Malaysia

Human Participants

No

Ethics statement

No human participants therefore no need for consent from anyone.

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