Gratification of the Use of Media

Abstract

The uses & gratification approach is one of the prominent strategies in the mass media research. The experience of the audience encourages or demotifies them to a specific way of using media. McQuail (2008, p. 418) classifies media usage gratifications into four categories: entertainment, social utility, self-reference and searching for information. Klebaniuk (2004), on the other hand, proposes on the basis of the study of the use of television intrapsychic and interpsychic grants. The article in a synthetic way presents the theory of uses & gratification. It also includes informations from a pilot study to diagnose preferred media reception: newspapers, books, radio, television and the Internet in a selected group of people.