نظرية الاستخدامات والإشباع: مراجعة شاملة لأصولها وافتراضاتها وانتقاداتها المعاصرة

عصام السيابي

doi:10.56989/benkj.v5i9.1606

المؤلفون

د. عصام السيابي حاصل على درجة الدكتوراه من جامعة السلطان إدريس التربوية.

معرّف الغرض الرقمي:

https://doi.org/10.56989/benkj.v5i9.1606

الكلمات المفتاحية:

نظرية الاستخدامات والإشباع، وسائل التواصل الاجتماعي، الإعلام، الإشباعات، الاحتياجات

الملخص

استخدم الباحثون نظرية الاستخدامات والإشباعات على مدى قرن من الزمان في دراسة استهلاك الأفراد لوسائل الإعلام. ويمكن اعتبار إشباعات الأفراد لاحتياجاتهم عند استخدامهم لوسائل إعلام معينة عندما تُلبي توقعاتهم واحتياجاتهم. وتُعد نظرية الاستخدامات والإشباعات من أكثر الأفكار شيوعًا وأهمية في مجال الاتصال الجماهيري. وتهدف هذه النظرية إلى استكشاف أسباب استخدام الناس لوسائل الإعلام، والتي تشمل أحيانًا التعرّف على الأشياء والتعرف على الذات وتمضية الوقت، بالإضافة إلى الإثارة، والصداقة، والاسترخاء. وتهدف هذه الورقة إلى توضيح ماهية نظرية الاستخدامات والإشباعات، وتطورها، وافتراضاتها، وعناصرها الأساسية، ونقاط قوتها، وانتقاداتها.

The Uses and Gratification Theory has been used by scholars for a century in the study of individual media consumption. People’s gratifications can be thought of as satisfying needs when someone consumes particular media that fulfils their expectations and needs. One of the most well-liked and important ideas of mass communication is the uses and gratifications theory. This theory's purpose is to explore and investigate why people utilize media, and these reasons or motivations sometimes include learning about things or oneself and passing the time, as well as for arousal, companionship, habit, and relaxation. This paper aims to clarify what Uses and Gratification Theory is, what the development, assumptions, essential elements, strengths and criticisms are.

المراجع

Agyekwena, B. (2006). The Uses and Gratification Theory in relation to television. Political Gregorian University.

Andrew Egede, E., & Chuks-Nwosu, E. (2013a). Uses and Gratification Theory and The Optimization of The Media in The Privatization of State-Owned Enterprises in Nigeria. In Journal of Economics and Sustainable Development www.iiste.org ISSN (Vol. 4, Issue 16). Online. www.iiste.org

Andrew Egede, E., & Chuks-Nwosu, E. (2013b). Uses and Gratification Theory and The Optimization of The Media in The Privatization of State-Owned Enterprises in Nigeria. In Journal of Economics and Sustainable Development www.iiste.org ISSN (Vol. 4, Issue 16). Online. www.iiste.org

Balakrishnan, V., & Loo, H. S. (2012). Mobile phone and short message service appropriation, usage and behavioral issues among university students. Journal of Social Sciences, 8(3), 364.

Barton, K. M. (2009). Reality television programming and diverging gratifications: The influence of content on gratifications obtained. Journal of Broadcasting and Electronic Media, 53(3), 460–476. https://doi.org/10.1080/08838150903102659

Bayer, J. B., Ellison, N. B., Schoenebeck, S. Y., & Falk, E. B. (2016). Sharing the small moments: ephemeral social interaction on Snapchat. Information Communication and Society, 19(7), 956–977. https://doi.org/10.1080/1369118X.2015.1084349

Blumler, J. G. (1979). The role of theory in uses and gratifications studies. Communication Research, 6(1), 9–36. https://doi.org/10.1177/009365027900600102

Blumler, J. G., & K. E. (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research, 3.

Chen, K. (2008). Why Taiwanese students use Instant Messaging: a uses and gratifications approach [Master thesis]. Iowa State University.

Chuang, Y.-W. (2015). Toward an Understanding of Uses and Gratifications Theory and the Sense of Virtual Community on Knowledge Sharing in Online Game Communities. International Journal of Information and Education Technology, 5(6), 472–476. https://doi.org/10.7763/ijiet.2015.v5.552

Cobley, P. (2008). Communication theories: critical concepts in media and cultural studies. Routledge.

Duggan, M. (2015). Mobile messaging and social media. Pew Research Center, 19. http://www.brandknewmag.com

Ebersole, S. (2000). Uses and gratifications of the web among students. Journal of Computer-Mediated Communication, 6(1).

Ebersole, S., & W. R. (2007). Motivations for viewing reality television: a uses and gratifications analysis. Southwestern Mass Communication Journal, 23(1).

El-Basit. Ahmed. (2010). Uses and gratifications of online advertising: a comparative study between Germany and Egypt [Doctor of philosophy]. Technical University of Ilmenau.

Elliott. P. (1974). Uses and gratifications research: A critique and a sociological alternative. The uses of mass communications. Current Perspectives on Gratifications Research, 3, 249–278.

Elliott, W., & Rosenberg, W. (1987). The 1985 Philadelphia newspaper strike: A uses and gratifications study. Journalism Quarterly, 64(4), 679–687.

Farquhar, L. K., & Meeds, R. (2007). Types of fantasy sports users and their motivations. Journal of Computer-Mediated Communication, 12(4), 1208–1228. https://doi.org/10.1111/j.1083-6101.2007.00370.x

Greenberg, B. S. (1974). Gratifications of television viewing and their correlates for British children. In Blumler E. Katz (Ed.), The uses of mass communications: Current perspectives on gratifications research (Beverly Hills, pp. 71–92). Sage.

Jessica Weber. (2020). The Uses and Gratification Theory Applied to Podcasts: How Age and Cultural Background Impact a Person’s Podcast Consumption [Master Thesis]. Erasmus University Rotterdam.

Johnson, T. J., & Kaye, B. K. (2003). Around the World Wide Web in 80 ways: How motives for going online are linked to Internet activities among politically interested Internet users. Social Science Computer Review, 21(3), 304–325. https://doi.org/10.1177/0894439303253976

Jun, J., & L. S. (2007). Mobile media use and its impact on consumer attitudes toward mobile advertising. International Journal of Mobile Marketing, 2(1).

Kasirye, F. (2024). The Importance of Needs in Uses and Gratification Theory. International Islamic University Malaysia. https://doi.org/10.31124/advance.14681667.v2

Katz, & Blumler, J. G. (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. SAGE Publications, Incorporated.

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses And Gratifications Research. http://poq.oxfordjournals.org/

Ko, H., Cho, C. H., & Roberts, M. S. (2005a). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34(2), 57–70. https://doi.org/10.1080/00913367.2005.10639191

Ko, H., Cho, C., & Roberts, M. (2005b). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34(2), 57–70. https://doi.org/10.1080/00913367.2005.10639191

Korgaonkar, P., & Wolin, L. (1999). A multivariate analysis of web usage. Journal of Advertising Research, 39(2), 53-53.

Levy, M. R., & W. S. (1984). Audience activity and gratifications: A conceptual clarification and exploration. Communication Research, 11(1), 51–78.