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NEEDS IN STUDYING U&G FINAL.pdf (213.04 kB)
The Importance of Needs in Uses and Gratification Theory
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.
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kasirye.faiswal@gmail.comLead author country
- Malaysia
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International Islamic University MalaysiaEthics statement
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