uses and gratifications theory

1. Uses and gratifications

2.  The model represents a change in
thinking, as researchers began to describe
the effects of the media from the point of
view of audiences.
 The model looks at motives of people who
use the media – if we want to watch
something we will.
The theory

3.  We are in control of what we consume
and we are in control of the media.
 We are using the media to gratify
ourselves - if we keep watching and
consuming it they keep producing it. But
if we don’t they stop making it, which
gives us control.
Gratification (feeling fulfilled/happy)

4.  The theory makes the audience active as they
choose what they want to consume, they are not
forced into consumption. The media simply
makes the product.
 We also take things I how we want to take it in.
 We are all exposed to the exactly the same
products but we just take different messages
from them as an individual.
 Every product relates and makes you feel
something personal.
The Theory

5.  That audiences have social and
psychological needs which generate
certain expectations about mass media
and what they are exposed to.
 The audience are the active participant
and it allows them to make choices.
The Theory Argues…

6.  Surveillance
 Personal identity
 Personal relationships
 Diversion
The 4 Needs…

7.  This model is about awareness
 We use the mass media to feel secure and
to gratify a desire for knowledge – we
know what is happening around the world
and in other peoples lives.
 Based around the idea that people feel
better having the feeling that they know
what is going on in the world. For
example; we watch the news as it is a
reliable source)
Surveillance

8.  This explains how being a subject of the
media allows us to confirm our identity and
positioning ourselves into society.
 This is seen in music videos, films, magazines
etc.
 Pop stars are often a big role model inspiring
young children (which is why there is always
an outrage when they do something wrong
as other copy.)
 Another example is when magazines look at
what ‘look’ celebrities have to copy them.
Personal Identity

9. This section come under 2 parts ;
- Relationship with the media
- Using the media with relationships
Personal Relationships

10.  We form companionships with the
characters that we watch on television
shows and in films.
 This is quite an intimate experience as
watching them on a regular basis gets you
attached.
Personal Relationships – with the
media

11.  Sharing the same favourite programmes
often can start conversations/relationships
with others.
 Families and friends sit down together to
watch the TV which forms a bond.
Personal Relationships – In real
life

12.  A Form of escapism – we sometimes
watch TV so that we can forget about our
own life and problems and get immersed
into someone else's.
 We could want to experience thing they
are experiencing.
 We use the media to get away and make
ourselves feel better.
Diversion