{"id":5190,"date":"2026-10-12T18:30:00","date_gmt":"2026-10-12T11:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&#038;p=5175"},"modified":"2026-10-14T11:19:16","modified_gmt":"2026-10-14T04:19:16","slug":"thuyet-su-dung-va-thoa-man-uses-and-gratifications-theory","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thuyet-su-dung-va-thoa-man-uses-and-gratifications-theory\/","title":{"rendered":"Thuy\u1ebft s\u1eed d\u1ee5ng v\u00e0 th\u1ecfa m\u00e3n (Uses and Gratifications Theory) l\u00e0 g\u00ec?"},"content":{"rendered":"<p><strong>Thuy\u1ebft s\u1eed d\u1ee5ng v\u00e0 th\u1ecfa m\u00e3n (uses and gratifications theory, U&amp;G)<\/strong> \u0111\u1eb7t c\u00e2u h\u1ecfi v\u00ec sao c\u00f4ng ch\u00fang ch\u1ecdn m\u1ed9t ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng, thay v\u00ec ch\u1ec9 h\u1ecfi truy\u1ec1n th\u00f4ng t\u00e1c \u0111\u1ed9ng g\u00ec l\u00ean h\u1ecd. L\u00fd thuy\u1ebft gi\u1ea3 \u0111\u1ecbnh ng\u01b0\u1eddi d\u00f9ng ch\u1ee7 \u0111\u1ed9ng ch\u1ecdn k\u00eanh v\u00e0 n\u1ed9i dung v\u00ec nh\u1eefng l\u00fd do c\u1ee5 th\u1ec3 (Viljoen, 2025).<\/p>\n<h2>B\u1ea3n ch\u1ea5t v\u00e0 \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt<\/h2>\n<p>Viljoen (2025) ghi nh\u1eadn U&amp;G \u0111\u01b0\u1ee3c Katz, Blumler v\u00e0 Gurevitch gi\u1edbi thi\u1ec7u n\u0103m 1973, v\u1edbi \u00fd t\u01b0\u1edfng r\u1eb1ng ngu\u1ed3n g\u1ed1c x\u00e3 h\u1ed9i v\u00e0 t\u00e2m l\u00fd c\u1ee7a nhu c\u1ea7u t\u1ea1o ra k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1n gi\u1ea3 \u0111\u1ed1i v\u1edbi truy\u1ec1n th\u00f4ng. C\u00e1c t\u00e1c gi\u1ea3 ti\u1ebfp t\u1ee5c h\u1ec7 th\u1ed1ng h\u00f3a h\u01b0\u1edbng ti\u1ebfp c\u1eadn n\u00e0y trong t\u1eadp s\u00e1ch do Blumler v\u00e0 Katz bi\u00ean t\u1eadp n\u0103m 1974 (Katz v\u00e0 cs., 1974). Nghi\u00ean c\u1ee9u U&amp;G th\u01b0\u1eddng nh\u00f3m nhu c\u1ea7u th\u00e0nh n\u0103m lo\u1ea1i (Viljoen, 2025): (1) <em>nhu c\u1ea7u nh\u1eadn th\u1ee9c<\/em>: t\u00ecm ki\u1ebfn th\u1ee9c v\u00e0 th\u00f4ng tin; (2) <em>nhu c\u1ea7u c\u1ea3m x\u00fac<\/em>: gi\u1ea3i tr\u00ed, ni\u1ec1m vui, gi\u1ea3i t\u1ecfa c\u1ea3m x\u00fac; (3) <em>nhu c\u1ea7u h\u00f2a nh\u1eadp c\u00e1 nh\u00e2n<\/em>: c\u1ee7ng c\u1ed1 l\u00f2ng t\u1ef1 tr\u1ecdng v\u00e0 b\u1ea3n s\u1eafc; (4) <em>nhu c\u1ea7u h\u00f2a nh\u1eadp x\u00e3 h\u1ed9i<\/em>: k\u1ebft n\u1ed1i v\u1edbi ng\u01b0\u1eddi kh\u00e1c; (5) <em>nhu c\u1ea7u gi\u1ea3i t\u1ecfa c\u0103ng th\u1eb3ng<\/em>: d\u00f9ng truy\u1ec1n th\u00f4ng \u0111\u1ec3 tho\u00e1t kh\u1ecfi \u00e1p l\u1ef1c.<\/p>\n<h2>B\u1ed1i c\u1ea3nh v\u00e0 \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/h2>\n<p>U&amp;G \u0111\u01b0\u1ee3c d\u00f9ng nhi\u1ec1u \u0111\u1ec3 nghi\u00ean c\u1ee9u internet v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i. Viljoen (2025) cho r\u1eb1ng c\u00e1c nh\u00f3m nhu c\u1ea7u c\u1ea7n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt cho m\u00f4i tr\u01b0\u1eddng truy\u1ec1n th\u00f4ng t\u01b0\u01a1ng t\u00e1c, c\u00e1 nh\u00e2n h\u00f3a v\u00e0 v\u1eadn h\u00e0nh b\u1eb1ng thu\u1eadt to\u00e1n, ch\u1eb3ng h\u1ea1n ch\u00fa \u00fd \u0111\u1ebfn c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m ri\u00eang c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0 t\u00ednh t\u01b0\u01a1ng t\u00e1c, t\u00ednh hi\u1ec3n th\u1ecb v\u00e0 t\u00ednh l\u01b0u gi\u1eef. V\u1edbi ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng, c\u00e2u h\u1ecfi th\u1ef1c t\u1ebf l\u00e0: c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau t\u00ecm \u0111\u1ebfn k\u00eanh n\u00e0y \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u n\u00e0o?<\/p>\n<h2>V\u00ed d\u1ee5 minh ho\u1ea1 th\u1ef1c t\u1ebf<\/h2>\n<p>V\u00ed d\u1ee5 minh h\u1ecda: c\u00f9ng xem video ng\u1eafn, m\u1ed9t ng\u01b0\u1eddi xem \u0111\u1ec3 h\u1ecdc m\u1eb9o n\u1ea5u \u0103n (nhu c\u1ea7u nh\u1eadn th\u1ee9c), ng\u01b0\u1eddi kh\u00e1c xem \u0111\u1ec3 th\u01b0 gi\u00e3n sau gi\u1edd l\u00e0m (nhu c\u1ea7u gi\u1ea3i t\u1ecfa c\u0103ng th\u1eb3ng). M\u1ed9t n\u1ed9i dung s\u1ee9c kh\u1ecfe \u0111\u0103ng tr\u00ean k\u00eanh m\u00e0 ng\u01b0\u1eddi xem ch\u1ee7 y\u1ebfu t\u00ecm \u0111\u1ec3 th\u01b0 gi\u00e3n c\u1ea7n \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf kh\u00e1c v\u1edbi n\u1ed9i dung tr\u00ean k\u00eanh ng\u01b0\u1eddi xem t\u00ecm \u0111\u1ec3 h\u1ecdc.<\/p>\n<h2>Nh\u1eefng \u0111i\u1ec3m l\u01b0u \u00fd quan tr\u1ecdng<\/h2>\n<ul>\n<li>U&amp;G nh\u1ea5n m\u1ea1nh vai tr\u00f2 ch\u1ee7 \u0111\u1ed9ng c\u1ee7a c\u00f4ng ch\u00fang: nhu c\u1ea7u t\u1ea1o ra k\u1ef3 v\u1ecdng \u0111\u1ed1i v\u1edbi truy\u1ec1n th\u00f4ng, v\u00e0 k\u1ef3 v\u1ecdng d\u1eabn \u0111\u1ebfn nh\u1eefng l\u1ef1a ch\u1ecdn s\u1eed d\u1ee5ng c\u1ee5 th\u1ec3 (Viljoen, 2025).<\/li>\n<li>L\u00fd thuy\u1ebft c\u0169ng b\u1ecb ph\u00ea b\u00ecnh: d\u1ef1a nhi\u1ec1u v\u00e0o d\u1eef li\u1ec7u t\u1ef1 b\u00e1o c\u00e1o, ch\u01b0a ch\u00fa \u00fd \u0111\u1ee7 \u0111\u1ebfn ngu\u1ed3n g\u1ed1c x\u00e3 h\u1ed9i c\u1ee7a nhu c\u1ea7u, qu\u00e1 thi\u00ean v\u1ec1 c\u00e1 nh\u00e2n v\u00e0 kh\u1ea3 n\u0103ng d\u1ef1 b\u00e1o h\u1ea1n ch\u1ebf; c\u00e1c nh\u00f3m nhu c\u1ea7u c\u0169ng ch\u1ed3ng l\u1ea5n nhau (Viljoen, 2025).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Thuy\u1ebft s\u1eed d\u1ee5ng v\u00e0 th\u1ecfa m\u00e3n (U&#038;G) l\u00e0 g\u00ec? N\u0103m nh\u00f3m nhu c\u1ea7u khi\u1ebfn c\u00f4ng ch\u00fang ch\u1ecdn k\u00eanh truy\u1ec1n th\u00f4ng, c\u00e1ch \u1ee9ng d\u1ee5ng v\u00e0 nh\u1eefng ph\u00ea b\u00ecnh ch\u00ednh.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-5190","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Thuy\u1ebft s\u1eed d\u1ee5ng v\u00e0 th\u1ecfa m\u00e3n (Uses and Gratifications Theory) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"description\" content=\"Thuy\u1ebft s\u1eed d\u1ee5ng v\u00e0 th\u1ecfa m\u00e3n (U&amp;G) l\u00e0 g\u00ec? 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