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date: 14 August 2020

Abstract and Keywords

This chapter summarizes uses and gratifications, a media research framework that asks why people consume certain media forms. The author explains the general framework of this approach to media, outlines the explanatory principles undergirding work of this kind, and identifies what is needed to move this research agenda toward more formal theory development. The issue of how best to measure gratifications sought, gratifications obtained, and media use is discussed. The chapter identifies three areas for potential developments (i.e., dynamic modeling, complementarity, expansion of communication inputs) within the uses and gratifications framework that may benefit political communication scholars. This issue of what media should be defined as “political” is also addressed, with an argument made for the inclusion of entertainment outlets.

Keywords: media use, media habits, understanding, consistency, gratifications sought, gratifications obtained, dynamic modeling, conscious selection, news, political entertainment

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