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  • Answer me this question: why are you  watching this video now? And why are  


  • you using all the media like...all the  time? Let's find out, with people also ask.


  • Hi, I am Shao, Welcome to what  people also ask, where I search  


  • something seemingly obvious on Google


  • and share with you some of its PAAs, aka People Also Ask,  

    並與你分享一些它的 PAA,又名「別人Google了什麼」

  • which is a feature telling you what people are  searching on Google that relates to your query.


  • Today's keyword is Use and Gratification  Theory. We will talk about what is Use and  


  • Gratification Theory, when did it started, and  some examples of UGT in PR and Social Media.

    滿足理論(UGT),其理論是什麼時候成形的,以及公關和社交媒體中 UGT 的一些例子。

  • So the first PAA is What is uses and gratification theory?

    那麼第一個 PAA 是:什麼是使用和滿足理論?

  • The answer is extracted from an article  titled "Uses and Gratifications Theory"  

    答案 摘自 Businesstopia 發表

  • published by Businesstopia, which iswebsite about business and communication.

    的一篇題為“使用和滿足理論”的 文章,該網站是一個關於商業和傳播學的網站。

  • This article explained that uses and gratification  theory is an opposing theory to the magic bullet  


  • theory aka hypodermic needle model because UGT assumes that the public is active,  

    相對立的理論, 因為 UGT 假設公眾是主動的,

  • while the magic bullet theory assumes  that the audience is passive and helpless.


  • According to UGT, the audience is said  to have full control over the effect of  

    根據 UGT 的說法,據說觀眾可以完全控制媒體對他們

  • media on them as the media can be  chosen by the audience themselves,  

    的影響, 因為媒體可以由觀眾自己選擇

  • and there are five basic areas of human  gratifications. They are as follows:


  • 1.Affective needs

    1. 情感需求

  • Affective needs refer to the emotional  satisfaction and pleasure people  

    情感需求是指人們 從使用媒體中獲得

  • derive from using media. People  identify with the characters in  

    的情感滿足和愉悅 。人們認同並同理媒體中

  • the media and empathize with  the emotions they display.

    的人物, 並同情他們所表現出的情緒。

  • 2.Cognitive needs 


  • People use media to get information and fulfill their mental and intellectual needs. Like People  

    人們使用媒體來獲取信息並滿足他們的精神和智力需求。 舉例來說,人們

  • utilize both analog and digital media to learn  about news and keep up with current events.  


  • They also use the media like online courses to learn a variety of subjects.


  • 3.Social integrative needs


  • Social integrative need is a person's  need to interact with others,  


  • such as family and friends. People utilize  social networking sites like Facebook,  

    如家人和朋友。人們利用 Facebook、

  • MySpace, and Twitter to mingle and interact with  others. People also use media to improve their  

    MySpace 和 Twitter 等社交網站 與他人交流和互動。人們還使用媒體

  • social relationships by searching subjects  to discuss with their friends and family.


  • 4.Personal integrative needs


  • Believe it or not, media consumption help  humans in the formation and consolidation of  


  • their identity. Like you might watch advertising  and learn about current trends in order to adapt  


  • your lifestyle and blend in with others. During  media consumption, we also tend to see characters  


  • with characteristics that appeal to us as role  models, and we begin to emulate their actions.


  • 5.Tension-free needs


  • People may have many tensions in  their lives they do not want to face,  


  • so they turn to the media for relief.


  • As a person who lives in modern society, you might  think this theory is just stating the obvious,  


  • but you know what, back to 1940s it was Not  that obvious. Let's talk about our next PAA:

    事情,但你知道嗎,回到 1940 年代,它並不那麼明顯。讓我們談談我們的下一個 PAA:

  • When did the Uses and gratification theory start?


  • The answer is extracted from  an article titled "What Is Uses  

    答案 摘自 ThoughtCo 發表的

  • and Gratifications Theory? Definition  and Examples" published by ThoughtCo,  

    題為“什麼是使用 和滿足理論?定義和示例”的文章,

  • which is a website providing information  about science, math, and humanities.


  • According to this article, Uses and gratifications  was first introduced in the 1940s as researchers  

    根據這篇文章,使用和滿足是在 1940 年代首次開始的,當時研究人員開始研究

  • looked into why people choose to  consume different types of media.  


  • Then, in the 1970s, researchers turned  their attention to the outcomes of media  

    然後,在 1970 年代,研究人員將注意力轉向媒體

  • use and the social and psychological needs  that media gratified. Today, the theory is  


  • often credited to communications professor Jay  Blumler and sociologist Elihu Katz's work in 1974.

    通常歸功於傳播學教授 Jay Blumler 和社會學家 Elihu Katz 在 1974 年的研究與整理。

  • Another interesting thing this article  mentioned is a 2004 study published in  

    本文提到的另一個有趣的事情是 2004 年發表在

  • the journal CyberPsychology & Behavior on  uses and gratifications of the internet.  

    Cyber​​Psychology & Behavior 雜誌上的一項關於互聯網使用和滿足的研究。

  • This research found seven gratifications for media  use ,which are different from the traditional five  

    本研究發現了媒體使用的七種滿足,不同於 以往研究人員定義

  • basic areas of media gratifications defined  by previous researchers, these 7 areas are:


  • 1.information seeking 


  • 2.aesthetic experience 3.monetary compensation 

    2.審美體驗 3.金錢利益

  • 4.diversion 5.personal status 

    4.消遣 5.個人狀態發布

  • 6.relationship maintenance, and 7.virtual community.


  • The virtual community need is especially  interesting because it could be considered  


  • a new gratification as it can only be done  using relatively new technology and media.


  • We know nowadays because of the  emergence of social media and  


  • search engine, UGT actually has become  even more relevant than before, but


  • What are some examples of use and gratification  theory in public relations and social media?


  • This question was answered by an  article titled "Analyzing the Theory:  

    這個問題 由 Elizabeth Molek

  • Uses and Gratifications in Public  Relations" written by Elizabeth  

    和 Hannah Morrissey 在賓夕法尼亞州立大學網站上發表

  • Molek and Hannah Morrissey published  on Penn State University's website.

    的一篇題為“分析理論: 公共關係中的使用和滿足 ”的文章回答 。

  • Since this study was published in 2020,  

    由於這項研究於 2020 年發表,

  • it has provided numerous real-world  and current examples of how uses and  


  • gratification theory might be utilized in  social media and public relations today.


  • One example is GoPro's social media  campaigns on Instagram. GoPro is a  

    一個例子是 GoPro 在 Instagram 上的社交媒體動態。 GoPro 是

  • camera firm selling cameras specializing in  capturing moments in sports and adventurous  


  • situations. GoPro's Instagram features daily  “photos of the day and videos of the day”.

    GoPro 的 Instagram 每天都有“今日最佳照片和今日最佳視頻”。

  • Here's how it work, GoPro chooses one  user submission of content like a photo of  

    以下是是它實際的作法:GoPro 選擇一個用戶提交的內容,例如

  • skydiving or video of snorkeling to share on  their Instagram accountand the caption will  

    跳傘的照片或浮潛的視頻在他們的 Instagram 帳戶上分享 - 標題將

  • tag the user who sent in the submission while also  mentioning the model of the GoPro camera in use.

    標記提交內容的用戶,同時提到用戶使用的 GoPro 相機的型號用。

  • By republishing user's photos and tagging them  in these posts , GoPro is able to satisfy user's  

    通過重新發布用戶的照片並在這些帖子中添加標籤,GoPro 能夠

  • personal integrative needs at the same time  satisfy the audience's tension-free needs,  


  • by providing exciting contents. Everyone wins!

    個人整合需求,同時滿足觀眾的壓力紓解需求 。三贏局面對吧!

  • It is just one example analyzed by this article, I highly recommend reading the whole paper yourself.


  • All right, let's recap:


  • Today we learned the concept of  Uses and Gratification Theory,  


  • five basic areas of human gratifications,  


  • A little history about UGT and seven  gratifications for media use defined by a 2004  

    關於 UGT 的一點歷史和 2004 年 一項研究定義的媒體使用的七種滿足

  • research, and we also learned how UGT might be useful in today's  world of social media and public relations.


  • If you made it to the end of the video, chances  are that you enjoy learning what people also  


  • ask on Google. But let's face it, reading PAA  yourself will be a pain. So here's the deal,  

    但是讓我們面對現實,自己閱讀 PAA 會很痛苦。所以不如這樣吧,

  • I will do the reading for you and uploadvideo compiling some fun PAAs once a week,  

    我會為你閱讀並上傳一個視頻,每週一次編譯一些有趣的 PAA ,

  • all you have to do is to hit the  subscribe button and the bell icon  


  • so you won't miss any PAA report thatcompile. So just do it right now. Bye!

    這樣你就不會錯過我的任何 PAA 報告編譯。所以現在就去做。再見!

Answer me this question: why are you  watching this video now? And why are  



影片操作 你可以在這邊進行「影片」的調整,以及「字幕」的顯示

B1 中級 中文 滿足 媒體 理論 使用 需求 社交

使用與滿足理論:理論概述、歷史與社群網站案例(Uses and Gratification Theory: Concepts, History and Social Media Example)

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    羅紹桀 發佈於 2021 年 06 月 21 日