U&G Theory

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U&G Theory

  1. 1. Uses & Gratifications<br /> Theorists Blumler & Katz (1974) came up with 4 main uses we have for consuming the media:<br />Diversion<br />Personal relationships<br />Personal identity<br />Surveillance <br />
  2. 2. U&G: Diversion<br />
  3. 3. U&G: Diversion<br />escaping, or being diverted, from problems<br />relaxing<br />getting intrinsic cultural or aesthetic enjoyment<br />filling time<br />emotional release<br />sexual arousal<br />
  4. 4. U&G: personal relationships<br />
  5. 5. U&G: personal relationships<br />gaining insight into circumstances of others; social empathy<br />identifying with others and gaining a sense of belonging<br />finding a basis for conversation and social interaction<br />having a substitute for real-life companionship<br />helping to carry out social roles<br />enabling one to connect with family, friends and society<br />
  6. 6. U&G: personal identity<br />
  7. 7. U&G: personal identity<br />finding reinforcement for personal values<br />finding models of behaviour<br />identifying with valued other (in the media) <br />gaining insight into one&apos;s self<br />
  8. 8. U&G: Surveillance<br />
  9. 9. U&G: Surveillance<br />finding out about relevant events and conditions in immediate surroundings, society and the world <br />seeking advice on practical matters or opinion and decision choices <br />satisfying curiosity and general interest <br />learning; self-education <br />gaining a sense of security through knowledge <br />
  10. 10. Criticisms<br />This theory suggests we alwayschoose to consume the media<br />It suggests we always have a need to fulfill<br />It suggests we are always in control of the media texts we are faced with<br />

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