「媒體使用與需求滿足」理論之發展

The development of Media Uses and Needs Gratifications

「媒體使用與需求滿足」研究的興起，展現了學者們亟欲了解受眾在大眾傳播參與情形的企圖心。其後，投注其中之研究者不僅止於延續或擴充其原有論點，以不斷地論辯、實證及探討，使「媒體使用與需求滿足」研究之理論及模式歷經不斷的修正及發展，匯成一股有著源源活力的學派。本文乃將該理論重要之研究、論辯、及驗證加以對照比較，以後設分析法(meta-analyses)將所得論點解析其蘊意；歸結其理論對傳播研究之啓發與影響；就其主要發展演進，整理其脈絡；且沿其發展脈絡，介紹新的觀點及研究模式；並以其所面臨挑戰，試論「使用與滿足」模式之未來。研究者試圖在本文所鋪陳網絡中呈現層次感並注入新意，期能做為解讀「使用與滿足」相關研究之參考。

A various strands of the uses and gratifications approach have been developed since the publication of Blumler and Katz's landmark volume: The uses of mass communications: current perspectives on gratifications research' in 174. The applications of the theory have been spread over different areas. Therefore, for someone who intends to explore in this field, it might not be easy to get a thorough concept of the approach if just get into from one of the specific aspects at the very beginning. This study attempts to establish an interpretative construct through the temporal development of this research approach. After the assessment of the extension and advancement of this field, the article presents the important contributions of the theories, discusses the developments in theoretical and empirical approaches, and suggests the challenges of the future. Hopefully, the systematical approach of this article can provide a basic profile of 'uses and gratifications' for someone interested in studying this field.