방법 비교

	Uses and Gratifications Survey	Agenda-Setting Analysis
분야	Communication	미디어 연구
계열	Process / pipeline	Process / pipeline
기원 연도	1973	1972
창시자	Elihu Katz, Jay Blumler & Michael Gurevitch	Maxwell McCombs, Donald Shaw
유형	Audience-centered survey approach to media motivations and rewards	Empirical method for studying how media coverage affects issue salience and public concern
원전	Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
별칭	U&G survey, Gratifications sought and obtained survey, Media gratifications measurement, Kullanımlar ve Doyumlar Anketi	agenda-setting theory, media agenda analysis, issue salience
관련	4	5
요약	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.	Agenda-Setting Analysis is an empirical method for investigating the influence of media coverage on what issues the public considers important. Developed by Maxwell McCombs and Donald Shaw (1972), the approach tests a core hypothesis about media effects: media coverage does not tell people what to think, but rather what to think about. By comparing the issues receiving media coverage with the issues the public identifies as important, researchers measure agenda-setting effects—the degree to which media attention predicts public concern. The method demonstrates media's power to structure the hierarchy of issues, even when media may not directly persuade on specific issues.