The Uses and Gratifications Theory
Information
This theory assumes audiences actively seek out media to satisfy individual needs.
Why/How do we consume media?
- Information
- Personal Identity
- Integration and Social Interaction (personal relationships)
- Entertainment
Information
- Finding out about relevant events and conditions in immediate surroundings, society and the world
- Seeking advice on practical matters or opinion and decision choices
- Satisfying curiosity and general interest
- Learning; self-education
- Gaining a sense of security through knowledge
Personal Identity
- Finding reinforcement for personal values
- Finding models of behaviour
- Identifying with valued others (in the media)
- Gaining insight into ones self
Entertainment
- Escapism, or being diverted, from problems
- Relaxing
- Filling time
- Emotional release
- Sexual gratification
- Identifying with others and gaining a sense of belonging
- Finding a basis for conversation and social interaction
- Having a substitute for real-life companionship
- Helping to carry out social roles
- Enabling one to connect with family, friends and society
What is active audience?
They can interpret texts and form their own opinions. They accept or reject messages from producers.
What is passive audience?
Do not interpret media texts, instead they just consume texts and accept any messages.
Uses and Gratification in Cuffs
Personal Identity
- Finding reinforcement for personal values
- Finding models of behaviour
- Identifying with valued others (in the media)
- Gaining insight into ones self
Entertainment
- Escapism, or being diverted, from problems
- Relaxing
- Filling time
- Emotional release
- Sexual gratification
Integration and Social Interaction
- Gaining insight into circumstances of others; social empathy- Identifying with others and gaining a sense of belonging
- Finding a basis for conversation and social interaction
- Having a substitute for real-life companionship
- Helping to carry out social roles
- Enabling one to connect with family, friends and society
What is active audience?
They can interpret texts and form their own opinions. They accept or reject messages from producers.
What is passive audience?
Do not interpret media texts, instead they just consume texts and accept any messages.
Uses and Gratification in Cuffs
A good discussion of the Uses & Gratifications theory. This theory is so important to your GCSE course.
ReplyDeleteAlso don't forget that one media text can provide more than one aspect of the Uses & Gratifications theory. For example 'Facebook' clearly offers audiences social interaction, but it can also be entertaining, informative and allow users to personally identify with content.
Please respond so that I know you've read this.
Miss C
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