2. Effect or Affect?
• What effect does the media have on
audiences?
• How do audiences affect the media?
• What do you think?
3. Uses & Gratifications Theory
• Term coined by Blumler and Katz in the 1970s.
• It suggests the audience uses the media to
fulfil needs and motivations:
– Diversion.
– Personal Relationships & Social Interaction.
– Personal Identity.
– Surveillance.
5. Personal Relationships & Social
Interaction
• Audiences can become involved in the social
lives of people presented in media texts
through interviews, and gossip.
• Audiences can observe a range of
relationships with others and understand the
dynamics involved.
• Audiences can learn empathy.
6. Personal Identity
• Audiences can identify with characters
represented in the media.
• Audiences can make comparisons between
characters and their own behaviour.
7. Surveillance
• The media provides information and
education, helping the audience to stay
informed and know what’s happening in the
world.
