Teorija upotrebe i udovoljenja: pregled
Theory of Uses and Gratifications: A Review
Apstrakt
Osnovni cilj teorije upotrebe i udovoljenja jeste objašnjenje koje potrebe publika zadovoljava kroz korišćenje različitih medija. Prema ovoj teoriji, publika je aktivna i pojedinci koriste medije da bi postigli određene koristi i zadovoljstvo. Neke od koristi koje publika može ostvariti kroz upotrebu medija su: korisnost (ljudi koriste medije da bi odradili neki zadatak), namera (sadržaj medija određuje njegovo korišćenje), selektivnost u zavisnosti od ličnih interesovanja i otporu prema uticajima (pripadnici publike vrednuju sadržaj medija nezavisno od ubeđivanja kom su izloženi). Ova teorija je korišćena za analiziranje raznih komunikacionih alata: televizije, novina, video igrica, Interneta, itd. Iako je teorija upotrebe i udovoljenja vrlo uspešna u objašnjenju motiva za korišćenje medija, određena pitanja tek treba da budu rešena i metodološki bolje razjašnjena.
Abstract
The main goal of the uses and gratifications theory was to expalain what kind of the needs people can fulfil through media usage. According to this theory: audience is active and individuals use media to achieve some goals and gratifications. The gratifications that audience can acomplish through media usage are numerous: usefulness (people use media to execute some task), intention (media content determines the usage), selectivity according to person’s interests and resistence to influences (members of the audience values media content independently to media persuasion). Uses and gratifications studies have dealt with all kinds of communication tools, such as: television, newspapers, video games, Internet, etc. Even though uses and gratifications theory appears to be very successful in understanding the motives for media usage, some issues remain to be solved and studied in more details in methodological terms.
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