방법 비교

	Uses and Gratifications Survey	Media System Dependency Analysis
분야	Communication	Communication
계열	Process / pipeline	Process / pipeline
기원 연도	1973	1976
창시자	Elihu Katz, Jay Blumler & Michael Gurevitch	Sandra Ball-Rokeach & Melvin DeFleur
유형	Audience-centered survey approach to media motivations and rewards	Survey approach to audience reliance on media to meet goals
원전	Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.	Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A dependency model of mass-media effects. Communication Research, 3(1), 3–21.
별칭	U&G survey, Gratifications sought and obtained survey, Media gratifications measurement, Kullanımlar ve Doyumlar Anketi	Media dependency analysis, MSD analysis, Dependency theory measurement, Medya Bağımlılığı Analizi
관련	4	4
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.	Media system dependency analysis operationalizes Ball-Rokeach and DeFleur's 1976 theory that media effects are strongest when individuals depend heavily on the media system to attain personal goals — understanding their world, orienting their actions, and finding diversion. The method surveys the intensity of these dependency relations and relates them to cognitive, affective, and behavioral effects of media.