With the benefit of hindsight: Reflections on uses and gratifications research

Abstract

Uses and gratifications research has had a history of over forty years, and shows continued signs of lively activity, despite a good deal of criticism and some disappointment amongst its own practitioners. This article, written from a position within, or close to, the tradition, expresses some regret at the failure to deal adequately with questions of “culture gaps” and “knowledge gaps.” It suggests that the failure lies partly in the dominance of one behavioristic paradigm and suggests an alternative “culturalist” model of the media experience which might help re‐orient research to important, but neglected, matters.