手法を比較

	Uses and Gratifications Survey	Cultivation Analysis
分野	Communication	Communication
系統	Process / pipeline	Process / pipeline
提唱年	1973	1976
提唱者	Elihu Katz, Jay Blumler & Michael Gurevitch	George Gerbner & Larry Gross
種類	Audience-centered survey approach to media motivations and rewards	Two-part method linking media message systems to audience worldviews
原典	Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.	Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 173–199.
別名	U&G survey, Gratifications sought and obtained survey, Media gratifications measurement, Kullanımlar ve Doyumlar Anketi	Cultivation theory analysis, Cultivation research, Mean world / message-system analysis, Kültivasyon Analizi
関連	4	4
概要	The uses and gratifications survey is the dominant audience-centered method in communication research, asking not what media do to people but what people do with media. Codified by Katz, Blumler, and Gurevitch in 1973, it treats audiences as active agents who select media to satisfy social and psychological needs, and it measures those motives and the rewards obtained through structured self-report scales.	Cultivation analysis is the research method underlying cultivation theory, which holds that long-term, cumulative exposure to television gradually shapes viewers' conceptions of social reality. Developed by George Gerbner and Larry Gross in the 1970s as part of the Cultural Indicators project, it combines a systematic content analysis of recurring media messages with survey comparisons of heavy versus light viewers to estimate how much television 'cultivates' a shared, often distorted, view of the world.