Is the Uses and Gratifications Approach Still Relevant in a Digital Society? Theoretical and Methodological Applications to Social Media

Authors

Anabel Quan-Haase, The University of Western OntarioFollow

Document Type

Article

Publication Date

2012

Journal

Journal of Mass Communication & Journalism

URL with Digital Object Identifier

10.4172/2165-7912.1000e124

Abstract

A wide range of new theories, approaches, and methodologies have been proposed as a response to the changes occurring in the digitization of content, the creation and distribution of digital artifacts (e.g., documents, images, and videos), and the increasing production and dissemination of news on the Internet. These new trends have also motivated scholars to revive traditional theories in the field of mass communication and journalism, which could aid in examining digital communication. In this editorial note, the uses and gratifications approach (U&G) is presented as a theoretical lens and empirical means for studying how audiences engage with digital media. U&G provides a unique perspective on digital media as it stresses the relevance of media in the context of everyday life, examining uses, gratifications sought and obtained, and media practices over time.