Uses and gratifications theory (Theory Usability and Satisfaction)
Uses and gratifications theory (usability and satisfaction) was first dikenalakan by Herbert Blumer and Elihu Kartz in 1974 in his book The Uses on Mass Communication: Current Perspectives on Grativication Research. This theory says that media users play an active role in selecting and using these media, ie media users are particularly active in the communication process. Media users trying to find the best media sources in an attempt to meet their needs. That is, the theory of uses and gratification mengasusmsikan that users have the choice of alternatives to satisfy the needs. (Nurudin, “Introduction to Mass Communication” hal.191-192)
Application of the theory of the use and satisfaction within the community
Uses and gratification theory aims to explain the information in the media, especially the media. In this theory the audience is no longer seen as passive receiving only the information conveyed by the media, but the effect is active and selective audience, and also critical of all information presented by the media.
This theory can be seen, for example from television soap opera soap opera-which many private TV channel in Indonesia, patron-patron is generally preferred by many women, especially housewives. This is a phenomenon which we can value the Uses and gratification theory, this phenomenon can be seen that the housewife will positively assess the sinetrons. In fact, if we look at the plot, many events budayan completely irrational and quite contrary to the cultural patterns of the aspects of rationality Indonesia.Dilihat story too many strange or odd. Dramatisasinya also extremely long-winded, but nevertheless the soap opera story is still preferred by housewives. The above example proves that the audience is an active force in choosing the impressions conveyed by the mass media.
Advantages and Disadvantages Uses and gratification theory
- Excess of Uses and gratification theory is:
1. Changing audience tends to be passive audience more active and selective.
2. To control the use of media in our lives.
3. To meet the needs and achievement of the function the media itself.
- Lack of Uses and gratification theory is:
1. one becomes dependent on a medium that can not be developed
2. Audiences will meet the needs of those with media in different ways, although it is harming himself
3. The media often creates confusion and confusion when it comes, will be increased reliance on the media.