Uses and Gratifications Survey
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.
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- Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523. · DOI 10.1086/268109
- Palmgreen, P., & Rayburn, J. D. (1979). Uses and gratifications and exposure to public television: A discrepancy approach. Communication Research, 6(2), 155–179. · DOI 10.1177/009365027900600203
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