médiamennyiségelmélet

Médiamennyiségelmélet, also known as the Uses and Gratifications Theory, is a communication theory that focuses on the active role of the audience in selecting media content. It was developed by Paul Lazarsfeld and Robert Merton in the 1940s, and later expanded by Elihu Katz and Paul F. Lazarsfeld in the 1950s. The theory posits that individuals actively seek out media content to satisfy specific needs or desires, rather than being passive recipients of information. These needs can be categorized into several types, including cognitive, affective, personal integrative, and social integrative needs. Cognitive needs refer to the desire for knowledge and understanding, while affective needs involve the pursuit of emotional satisfaction. Personal integrative needs are related to the individual's self-concept and identity, and social integrative needs involve the desire to maintain or enhance social relationships. The theory suggests that media use is a goal-directed behavior, and individuals are more likely to engage with media content that aligns with their needs and desires. The Médiamennyiségelmélet has been widely applied in various fields, including media studies, communication research, and marketing, to understand audience behavior and media consumption patterns.