Uses and Gratifications 1974 Assumes an ACTIVE audience Asks “WHY DO PEOPLE WATCH TV?” Or “WHAT DO PEOPLE DO WITH THE MEDIA?” Focuses on the ways audiences can benefit from a media text not its content
Uses and Gratifications 1974 Gratification can come from; Content of a programme Familiarity with a genre (Soap Operas) General exposure to the media Social context (how we watch it with family, friends etc)
Uses and Gratifications 1974 People’s NEEDS influence how they use and respond to the media Task - if you were bored what sort of programme would you choose to watch? Task - if you were “stressed-out” what sort of programme would you choose?
Uses and Gratifications 1974 The same programme may gratify different needs in different people Audience needs depend on ALL aspects of our background, personality and situation.
Uses and Gratifications 1974 Blumler and Katz identified FOUR reasons for using a media text.1. Diversion - escape from everyday issues2. Personal relationships - using the media for interaction e.g. substituting family for soap operas3. Personal identity - learn behavior and values from texts. Identify with characters.4. Surveillance - useful information e.g. weather reports, news etc
Uses and Gratifications 1974 RIDSRelationshipsIdentityDiversionSurveillance
CASE STUDYLifestyle Magazines Lifestyle magazines offer a range of uses and gratifications for the reader, not only advice but also a sense of identity and possibly companionship and reassurance. They appear to share with their readers the problems and issues of other similar people who have also read the magazine. The magazines also appear to offer guidance and instructions of how to live a particular lifestyle as well as entertainment and escapism. The magazines also offer aspiration (ambition) in relationships, careers, material possessions and looks (Adapted from Media Studies By Kruger et al 2001)