เปรียบเทียบวิธี

	Uses and Gratifications Survey	Cultivation Analysis
สาขาวิชา	Communication	Communication
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1973	1976
ผู้ริเริ่ม	Elihu Katz, Jay Blumler & Michael Gurevitch	George Gerbner & Larry Gross
ประเภท	Audience-centered survey approach to media motivations and rewards	Two-part method linking media message systems to audience worldviews
แหล่งต้นตำรับ	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.
ชื่อเรียกอื่น	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
ที่เกี่ยวข้อง	4	4
สรุป	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.