1. Along with quotes and references and answering the question
contained within your title your investigation must demonstrate
you can apply relevant theory to your topic
We recommend;
1.Uses and Gratifications
2.Male Gaze
3.Post Modernism
4.Todorov
5.Propp
6. Cultivation theory

2. Uses and Gratifications Model
This model stems from the idea that audiences are a complex mixture of individuals who select media texts that best
suits their needs. According to the theory the audience have to be active.
The model suggests that media audiences make active decisions about what they consume in relation to their social
and cultural setting and their needs.
This was summed up by theorists Blumier and Katz in 1974;‘Media usage can be explained in that it provides
gratifications (meaning it satisfies needs) related to the satisfaction of social and psychological needs’.
Put simply this means that audiences choose to watch texts that make them feel good (gratifications) e.g. soaps and
sitcoms, or that give them information that they can use (uses) e.g. news or information about new products or the
world about them.

3. Blumier and Katz (1975) went into greater detail and identified four main uses:
Personal identity – our need to define our identity and sense of self. Part of our sense of self is informed by
making judgments about all sorts of people and things. This is also true of judgments we make about TV and
film characters, and celebrities. Our choice of music, the shows we watch, the stars we like can be an expression
of our identities. One aspect of this type of gratification is known as value reinforcement. This is where we
choose television programmes or newspapers that have similar beliefs to those we hold.
Information – our need to know what is going on in the world. This relates to Maslow’s need for security. By
keeping up to date with news about local and international events we feel we have the knowledge to avoid or
deal with dangers.
Entertainment – the need for escape, entertainment and relaxation. All types of television programmes can be
‘used’ to wind down and offer diversion, as well as satisfying some of the other needs at the same time.
Social– our need for to interact with other people. This is provided by forming virtual relationships with
characters in soaps, films and all kinds of drama, and other programmes and other media texts.

4. Audience theory
Uses and Gratifications Model
This audience theory model justifies why people spend their time engaging with
certain types of Media. This is classified into 4 categories, Information, Personal
Identity, Integration and Social Interaction, Entertainment,
Personal Identity Information
E1) Finding reinforcement for personal E1)Finding out about relevant events
values and conditions in immediate
E2) Finding models of behaviour surroundings, society and the world
E3) Gaining insight into one's self E2) Seeking advice on practical matters
E4) Identifying with already gained or opinion and decision choices
values E3) Satisfying curiosity and general
interest
E4) Learning; self-education gaining a
sense of security through knowledge

5. Audience theory
Uses and Gratifications Model
This audience theory model justifies why people spend their time engaging with
certain types of Media. This is classified into 4 categories, Information, Personal
Identity, Integration and Social Interaction, Entertainment,
Entertainment Integration and Social Interaction E1)
E1) Escaping, or being diverted, from Gaining insight into circumstances of
problems others; social empathy
E2) Relaxing E2) Identifying with others and gaining
E3) Getting intrinsic cultural or a sense of belonging
aesthetic enjoyment E3) Finding a basis for conversation and
E4) FIlling time social interaction
E5) Emotional release E4) Having a substitute for real-life
E6) Sexual arousal companionship
E5) Helping to carry out social roles
E6) Enabling one to connect with
family, friends and society

7. Task
Part 1
• Choose two of your favorite films
• Choose two of your favorite television shows
• Choose the two websites your view the most
Part 2
• Simply explain in structured sentences why you believe you choose
to watch them, what do you get from them? What in your brain
tells you this is having a positive effect on your life. It does not
matter if this is in a tiny way or a huge way write them down. Be
brutally honest!!!!!

8. Task
Would your essay and case studies
accommodate the uses and gratifications
theory? Would it help answer your question?
Try and apply the theory to your 2 texts and
question.