Research: Uses and gratifications theory

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This part describes the 'Uses and gratifications theory'. It shows how audiences fufill their needs from media products.

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Research: Uses and gratifications theory

  1. 1. Uses and gratifications theory<br />The uses and gratifications theory is a theory that assumes members of an audience are an active role in interpreting and integrating media in their own lives. It says the audiences are responsible for choosing media to meet their personal needs. The theory says by using the theory to meet our needs we are fulfilling specific gratifications.<br />Media consumers choose texts that fulfil one or more of these needs:<br /><ul><li>The need to identify personally with characters and situations in order to learn more about themselves
  2. 2. The need to be entertained by a range and variety of well-constructed texts
  3. 3. The need to use the media as a talking point for social interaction
  4. 4. The need to escape from their ‘daily grind’ into other worlds and situations

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