Name: 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）
Uploaded: 2021-06-21T00:17:43.000Z
Duration: 6 min 31 s

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

回答我這個問題：你為什麼現在看這個影片？還有為什麼

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

你一直在使用所有媒體，隨時隨地都在用？讓我們從「別人Google了什麼」找出答案吧！

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

嗨，我是Shao，歡迎來到「別人Google了什麼」，這個節目中我會在谷歌上

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.

這是一個功能，告訴你人們在谷歌上搜索了麼麼與您的查詢相關的內容。

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

今天的關鍵詞是使用和滿足理論。我們將討論什麼是使用和

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"  

published by Businesstopia, which is a  website 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  

這篇文章解釋說：使用和滿足理論是與魔彈理論（又名皮下注射針模型）

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.

而魔彈理論假設觀眾是被動和無助的。

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:

，而人類所需滿足的有五個基本領域如下：

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。

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.  

使用類比和數位媒體來了解新聞並跟上時事。

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

他們也會使用在線課程等媒體來學習各種科目。

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

社會整合需求是一個人與他人互動的需要，

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.

來搜索與朋友和家人討論的主題來改善他們的社交關係。

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

不管你信不信，媒體的使用幫助人類形成和鞏固

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

他們的自我身份認同。就像您可能會觀看廣告並了解當前趨勢以改變

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

您的生活方式並融入他人。在媒體消費過程中，我們也傾向於將

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

具有吸引我們特徵的角色視為榜樣，我們接著開始效仿他們的行為。

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

人們在生活中可能有很多他們不想面對的壓力，

所以他們求助於媒體來緩解壓力。

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

作為一個生活在現代社會的人，你可能認為這個理論只是在陳述顯而易見的

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?

使用和滿足理論是什麼時候開始的？

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

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.

該網站提供有關科學、數學和人文科學的信息。

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.  

人們選擇消費不同類型媒體的原因。

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  

使用的結果以及媒體能滿足的社會和心理需求。今天，該理論

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:

的傳統媒體滿足的五個基本領域，這七個領域是：

2.aesthetic experience 3.monetary compensation 

6.relationship maintenance, and 7.virtual community.

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

虛擬社群的需求特別有趣，因為它可以被視為

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

一種新的滿足感，因為它只能使用相對較新的技術和媒體來完成。

We know nowadays because of the  emergence of social media and  

我們現在知道，由於社交媒體和

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

搜索引擎的出現，UGT實際上變得比以前更加重要，但是

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

在公共關係和社交媒體中使用和滿足理論有哪些例子呢？

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

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,  

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

它提供了許多現實世界和當前的例子，說明如何

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

在當今的社交媒體和公共關係中利用使用和滿足理論。

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  

一家銷售「專門用於捕捉運動和冒險情境」的相機的公司

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 account – and 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,  

通過提供令人興奮的內容來滿足用戶的

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.

這只是本文分析的一個例子，我強烈建議您自己閱讀整篇論文。

Today we learned the concept of  Uses and Gratification Theory,  

今天我們學習了使用和滿足理論的概念、

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.

，我們還了解了如何有用在當今的社交媒體和公共關係中有效運用ＵＧＴ。

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

如果您看完了視頻，代表你很可能對『別人Google了什麼』有興趣

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 upload a  video 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  

你所要做的就是點擊訂閱按鈕和鈴鐺圖標，

so you won't miss any PAA report that I  compile. 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！

字幕列表影片播放

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）

cognitive

relevant

assume

obvious