Literature Review


The uses and gratification tradition developed from the
Functionalist theory by well known sociologist researchers,
including, Jay Blumler and Elihu Katz. The functionalist paradigm
insists on media effects towards people, such as the frequently
used model of the "hypodermic needle" or a "bullet theory" aimed
at a passive audience (Severin & Tankard, 1997). This model was
used by practitioners from the 1920's to the 1940's, but a shift
occurred during the middle of the 20th century that lead mass media
to further develop and understand the notion of Uses and
Gratifications.
The Uses and Gratification approach was first denoted by Elihu Katz
in 1959. Most communication research up to this point was questioning,
"What do media do to people?" However, Katz suggested asking the
question, "What do people do with media?" (Severin & Tankard, 1997).
Nevertheless, the uses and gratification approach, within the
Functionalist theory, shifted the focus from the purposes of the
communication to the purpose of the reader (Severin and Tankard. 1997)
and opened a door to a modern understanding of mass communication.