This essay is revised from portions of a paper presented at the annual convention of the International Communication Association, Portland, April 1976.
THE USES AND MISUSES OF USES AND GRATIFICATIONS1
Article first published online: 17 MAR 2006
Human Communication Research
Volume 3, Issue 3, pages 214–221, March 1977
How to Cite
SWANSON, D. L. (1977), THE USES AND MISUSES OF USES AND GRATIFICATIONS. Human Communication Research, 3: 214–221. doi: 10.1111/j.1468-2958.1977.tb00519.x
- Issue published online: 17 MAR 2006
- Article first published online: 17 MAR 2006
Four conceptual problems require resolution if the uses and gratifications approach to mass communication studies is to be maximally productive: a vague conceptual framework; lack of precision in major concepts; a confused explanatory apparatus; and failure to view perception as an active process. Consideration of the current state of the uses and gratifications approach suggests the need for conceptual analysis if the approach is to unambiguously inform the research enterprise.