1. Theory:UsesAnd GratificationTheory
Theorists:Theoristsinclude Harold Lasswell,Bulmer&Katz & DenisMcQuail.
What isthe theory?
The Uses AndGratificationTheorytriestoexplainwhypeopleconsume differenttypesof
mediaandwhat theygetfromit. It looksathow an audience willspendtimeandenergy
findingmediawhichwill meettheirneeds.UsesandGratificationassumesthat the
audience take anactive role ininterpretingandintegratingmediaintotheirownlives.In
otherwordsit isa popularapproachto understandingmasscommunication.The theory
placesmore focuson the consumer,oraudience,insteadof the actual message itself by
asking‘whatpeople dowithmedia’
Doesthistheorysee the audience asactive orpassive?Whydo youthinkthis?
Uses AndGratificationsassume thatthe audiencesare active intheirmediaconsumption.
Thisis because active audiencesapplytheirownthoughts,ideasandexperiencestothe
mediatheyare consuming.
What are the criticismsof thistheory?
People criticizethistheoryastheybelievethe publichasno control overthe mediaand
whatit produces.itcan alsobe saidto be too kindto the mediaastheyare being‘letoff
the hook’and do notneedto take responsibilitytowhattheyproduce.The theory takes
out the possibilitythatthe mediacanhave an unconsciousinfluence overourlivesand
howwe viewthe world.The ideathatwe simplyuse the mediatosatisfya givenneeddoes
not seemtofullyrecognize the powerof the mediaintoday'ssociety.Thistheorymaybe
more relevantinmodernsocietyasthe internetandsatelliteTV suchas Skyenablesusto
have much more freedomandcontrol overwhatwe consume inrelationtothe pre-
internetandanalogue TV.
Applythe theory:
In termsof McQuail's example he believesthere are lotsof reasonswhypeople use the
media.He believesthere are fourmainreasonswhypeopleuse the mediawhichare
information,personal identity,integrationandsocial interactions.Intermsof information
he believespeople use mediatofindoutaboutrelevanteventsandconditionsin
immediate surroundings,societyandthe world.Toseekadvice onpractical mattersor
opinionanddecisionschoices.Satisfyingcuriosityandgeneral interestaswell aslearning
and self education.
