3. uses and gratifications model.
The Uses and gratification model is a media
theory in which it is an approach to
understanding why and how people actively
search out specific media to satisfy specific
needs in which we have an article by hrcak in
which they discuses how they used the media
theory of uses and gratification as a base to
understand the benefits Facebook had on
adolescents in which they conducted a survey
between October to December 2013 and found
that most of the adolescents that took part in
the survey used Facebook as a way socialize and
communicate with friends or obtaining
information on social events in which it was
concluded that Facebook fulfils adolescence's
need for integration or social interaction,
information and understanding of the social
environment they are apart of.
Ivan Tanta. (2014). Media Research : Croatian journal for
journalism and the media. hrcak. Vol. 20 (2), 85-111.
4. two-step model
The two step model is a media theory in which
it stipulates that mass media reaches opinion
leaders who are active media users “who
collect, interpret, and diffuse the meaning of
media messages to less-active media
consumers” in which the active media users
pick up information from the media in which
they will then pass it onto less active media
users, in which this article discuses the history
of the theory from it humble beginnings In
1944 where three American social researchers
introduce their theory in the book “The
people’s choice: How the voter makes up his
mind in a presidential campaign, in which the
purpose was to study how people made their
decision during the presidential election
campaign in which they had found that media
messages like radio or newspaper were less
influential than personal communication on
voting behavior, which still apply today with
online reviewers and those who watch their
reviews on their purchasing behavior.
communicationtheory. (25 jan 2012). Two Step Flow
Theory. Available:
https://www.communicationtheory.org/two-step-
flow-theory-2/. Last accessed 09/02/2021.
6. Source 1
• This website showed me the history of how online
reviews started and how they changed and
developed over the years and their rise in statistics
and numbers of reviews.
• I learned that online reviews started around 1999
with the appearance of the three websites
RateItAll.com, Deja.com, Epinions.com which would
begin the trend of reviews of products online as by
2000 the three websites accumulated over
1,146,201 reviews on everything from products to
movies and sports teams
• This also relates to the media theory of uses of
gratification as the website fulfil the need of those
who go on them to either tell others about their
experiences with a person or product and those who
want to make sure their future purchase decisions or
choices are the right ones.
EMPATHIQ. (22/5/15). Understanding the history of online reviews. Available:
<https://reviewconcierge.com>/lessons/online_review_survival_course/5/understandin
g-the-history-of-online-reviews. Last accessed 07/10/20.
7. Source 2
• This video showed me the first online video game reviewer the angry video game nerd
through its brief introduction of the character or reviewer as the rest of the video delves
into the phyci of the character told me that the nerd was the first game reviewer out
their begging in the early 2000s before YouTube pathing the way for online discussion of
video games through lets plays, reviews or theory’s meaning the angry video game nerd
is the reason why video games became apart of the review medium online.
• However, this research piece related to both media theories as the nerd himself become
and opinion leader telling others about the games he played and their quality, which is
apart of the two-step model but also the platform he posted his video on fulfils the need
of those who wish to know about the quality of a product and if it is a good purchase
decision but also his platform fulfils a need for those who wish to find a platform to
socials and discuss with other who may have the same interest.
game theory. (14 Dec 2013). Game
Theory: What's Wrong with the
AVGN?. Available:
<https://www.youtube.com>/watch?v=
EnOmfGMM_yg. Last accessed
07/10/20.
8. Source 3
• This website showed me how certain group of people
such as millennials and generation z turned toward
websites such as YouTube for product reviews to see if
a product is worth buying.
• What this taught me was how online review trends
have changed over the years as unboxing reviews have
become more prevalent in the reviewing scene with
audience prefer to hear opinions from regular people
who are reviewers rather than from the company who
made said products or a celebrity.
• This source also relates to the media theory of two-
step model as reviewers are opinion leaders who are
seen as reliable sources of information for millennials
and generation z on product and their quality allowing
them to take that information and either wholly or
substantially use the information told to them to
decide whether the product, they will buy is a good
purchase decision or not.
Sponsokit. (Mar 9, 2018 ). More people than ever are turning to YouTube for
product reviews. Available: <https://medium.com>/sponsokit/more-people-than-
ever-are-turning-to-youtube-for-product-reviews-4956d3647e34. Last accessed
07/10/20.
9. Source 4
• this website showed me the history of film reviews and how it
was started and how the medium of movie criticism from it early
begins with the started of the film industry to how it has changed
over the years.
• what this taught me was that film reviews began in the early
1900s with the start of the film industry with many using the
medium of criticism to get jobs within the movie industry then in
1930s some journalist were diverted from the sports section or
other parts of the paper then with the media of television
coming to provenance with reviews like Siskel and Ebert
becoming house hold names then with the creation of the
internet film reviews started appearing on blogs and review sites
like Rotten Tomatoes and Metacritic with many of these reviews
done by regular people then well know critics.
• This source also relates to the media theory of two-step model in
the sense that early reviewers became opinion leaders for other
to use as source of information on the quality of a product such
as a movie and whether they are worth buying ticket and
watching, but also uses and gratification as Siskel and Ebert
reviews fulfilled the needs of those who looking for
entertainment to watch to distract them from realty for a time
but also if the movie they are reviewing is again worth buying a
ticket and going to watch or not.
superadmin. (May 14, 2014). History Smackdown: The Evolution of Film Criticism. Available: <https://www.nyfa.edu/student-resources/history-
smackdown-the-evolution-of-film-criticism>/. Last accessed 08/10/20.
10. Source 5
• What this website has told me is the history of many websites that use online reviews
how they came to be why they came to be and how they operate and why they use
public reviews for example yelp came about when one of the creators had a case of flu
and wanted to find a trustworthy doctor but didn’t find any help online, so the site was
created to negate that problem and by 2009 had accumulated 4.5 million reviews.
• This source relates to the media theory of uses and gratification as yelp fulfils the needs
of those who want to know what is the right doctor to go to, to get treated or if a
product is worth buying or not and is the right purchase decision or wish to share their
experience with a person or product which is why it accumulated so many reviews by
2009.
DJ Sprague. (dec 20 2019). The History and
Evolution of Online Reviews. Available:
<https://blog.shopperapproved.com>/the-
history-and-evolution-of-online-reviews/.
Last accessed 08/10/20.
11. Source 6
• This website showed me the brief history of
how online reviews have changed with the
times from 1999 – 2019 with the foundational
three and the more recent review web sites.
• What this taught me was social websites such
as Facebook started to allow reviews of
products to be placed on their website in 2012
and how amazon teamed up with yelp to power
local business listings in 2015.
• This source relates to the media theory of uses
and gratification as we see Facebook wanting
their website to appeal and fulfil and need of
those who are looking for a platform that can
easily find them a review of a product, they are
planning on purchasing and whether it is a
good purchase decision or not.
chatter meter. (June 20th, 2019). The History of Online Business Reviews. Available: <https://www.chatmeter.com/blog/the-history-of-online-business-
reviews/>. Last accessed 08/10/20.
12. Subheading 2: look into famous reviewers and
how they present their reviews from movie to
product and video game reviewers
13. Source 7- Exclusive LEGO
House Tree of Creativity set
reviewed! 4000026
• Here we have a product review done by the channel and reviewer jangbricks of the set exclusive Lego
house tree of creativity set in which we have jangbricks start with a simple introduction with the intro
animation the jangbricks giving a simple explanation of the set were you can find and buy the set with a
info box giving information of pieces count, prices from different parts of the world like GBP (Great British
Pound) or EURO then getting into the main review itself by going bit by bit explaining every part of the set
carefully enough for the audience to follow until reaching the final part then moving onto the mini figure
showing it on its own then briefly showing the instruction manual for the set and finally discussing the
strength and weakness of the set and some of his own opinions or gripes with the set and whether he
feels that it is worth the price it is sold at and if it is worth buy for said price.
• This reviewer and his videos relate to the media theory of the two-step model as jangbricks is an opinion
leader as he purches products such as the toy lego and reviews the sets that are released that year in
which he will state his opinions to his audience about the quality of the set and if it is a good purchase
decision In the form of a video review to which then his audience can then either to follow his opinion fully
or take it into consideration and decide for themselves whether they buy the set he has reviewed or not.
jangbricks. (7 Oct 2020). Exclusive LEGO House Tree of Creativity set
reviewed! 4000026. Available:
<https://www.youtube.com>/watch?v=relONHA2orA. Last accessed
09/10/20.
14. Source 8 Johnny vs. Crash
Twinsanity, A Gem in a
Bunch of Rough
• Here we have a game review by the channel somecallmejohnny in which he dose a review
of crash twinsanity in which the review started with a sponsor than after the channel
intro plays and we get a small introduction and explanation from johnny about what game
he’s reviewing why he’s reviewing it and then afterward go into explaining the beginning
plot of the game in which afterwards talks about many aspect about the game how it feel
to play how fun or boring it is and sprinklings bit of the games plot whenever relevant
then finally moving onto his conclusion of what he though about the game and if it is
worth the audiences time.
• This reviewer and his video fit into the media theory of two step model as he is an opinion
leader in which he uses his review video to discuses his opinion and the experience he
had with the game he is reviewing but still allowing his audience to decide whether they
want to take use his opinions wholly or substantially in deciding whether they purches
and play the game being reviewed or not.
somecallmejohnny. (19 Sep 2020). Johnny vs. Crash Twinsanity | A Gem
in a Bunch of Rough. Available:
<https://www.youtube.com>/watch?v=o5Mn30BvjbI. Last accessed
09/10/20.
15. Source 9 Venom - Movie
Review
• Here we have a review of the film venom by the channel chris stuckman in we his review
was set out more as a friend talking to a friend way of discussing the film and what he
though about it in which he talked about the film and his gripes with and why it didn’t
work as a film in his opinion stating some positive, he liked about the film itself from the
casting of tom hardy and the interaction with venom and eddy brock.
• The media theory that this reviewer and his videos relate too is the two-step model as
Chris stuck mann fits into the role of an opinion leader as he first consumes a piece of
media this being the media of film then stating his opinions to others through the
medium of video then allowing his audience to take in his opinions and if just fully follow
his advice or take his opinion into consideration and decide on their own whether they
want to see the film he has reviewed or not.
chris stuckman. (8 Oct 2018). Venom - Movie Review. Available:
<https://www.youtube.com>/watch?v=B20M-75QvDk&t=231s.
Last accessed 09/10/20.
16. Source 10 2020 LEGO
Harry Potter 4 Privet
Drive 75968 Review!
• Here we have a product Review done by the channel Jeremy Herbert in which in his reviews he dose
his usual introduction to his audience whilst showing the box of the set and describing to the
audience what he is planning to do in his video before moving onto the speed build of the set I
which after finishing then give a brief overview of the complete set before moving onto to reviewing
the set from the positives of the set to the improvements that could have been made but also giving
some background behind why somethings are the way they are in the set but then after moving
onto comparing part of the set to previous part of other set that relate to the set being reviewed
such as the ford angle and then reviewing the mine figures and how they compare to the character
they are based of in the harry potter movies and how accurate they are before moving onto
comparing the main house to a previous version before moving onto the conclusion part of his
review.
• A media theory this reviewer and his video relate to are the media theory of two-step model as
Jeremy Herbert fits the role of an opinion leader as he purchases a product then shares his opinion
with others in the media form of video to which then they may decide too either fully go with his
opinion or decide for themselves
Jeremy Herbert. (6 Jul 2020). 2020 LEGO Harry Potter 4
Privet Drive 75968 Review!. Available:
<https://www.youtube.com>/watch?v=f4OaKli6N2w&t=212
s. Last accessed 21/10/20.
17. Source 11 Sonic The
Hedgehog - Movie
Review
• Here we have a review done by the channel Jeremy jahn in which he doses a review for
the sonic movie which he talks about his thought about the movie and how good it was
and if it is worth a watch, his opinions on the actors that played certain character in the
movie and withier, they fitted the role or not and some background behind the movie as
well.
• This reviewers' videos relate to the media theory of two-step model as Jeremy takes the
role of an opinion leader who consumes media products then state his opinions of the
media product, he has consumed to other in the media form of video to which then his
audience takes in his opinion and have a choice to whether they follow his advice fully or
substantially but make their own choice on whether they want to make the purches
decision to see the movie or not.
jeremy jahns. (14 Feb 2020). Sonic The
Hedgehog - Movie Review. Available:
<https://www.youtube.com>/watch?v=gCf6
eMtH2Ag. Last accessed 21/10/20.
18. Source 12 Ace Attorney:
Dual Destinies - Dude
Reviews
• Here we have a game review done by the channel ant dude in which he doses a review
of phoenix wright dual destinies in which he goes into the background of the game his
concerns about going into the game and what he liked about it and what the audience
themselves need to know if they decide to buy and play the game and certain gameplay
aspect to expect between each of the main characters.
• This reviewer and his video also relate to the media theory of two step model as
antdude will consume a piece of video media such as a game then state his opinion of
that product with others in the form of videos to which then they may decide whether
wholly follow his opinion on whether buying the game is a good purchase decision or
not or decide on their own but keeping his opinion in mind.
ant dude. (7 Nov 2013). Ace Attorney:
Dual Destinies - Dude Reviews. Available:
<https://www.youtube.com>/watch?v=Y
AR7cewbVyk. Last accessed 21/10/20.
20. Source 13 Ghost Trick:
Twisty goodness! -
Retroversy Review
• Here we have a review of the game “ghost trick” by the channel focie to which he discuses the story of
the game and the characters that are in the story and the gameplay with comedy interjected here and
there and referencing and comparing the game to others then ending his review with a conclusion of
what he thought about the game and whether you should pick it up or not and why.
• The reason for why people would want to watch this youtuber and his reviews is because it fit into the
media theory of uses and gratification as his reviews fulfil his audience different needs as one need it
fulfils is letting the audience know whether the game is a good purchase decision, another need it
fulfils is to entertain those in the audience who are looking for something entertaining to watch as the
comedy and skits provide the audience with a good laugh and keeps them entertained, but also it fulfils
the needs of those in the audience who are just looking for a sense of belonging or community where
they can communicate with like minded people who may share the same interest’s who they can talk
with in the comment sections
Focie. (9 Jul 2017). Ghost Trick: Twisty
goodness! - Retroversy Review. Available:
<https://www.youtube.com>/watch?v=cT3Tt
5VjkHo. Last accessed 04/02/21.
21. Source 14 The Official
Spartan Field Manual -
Review/Analysis
• Here we have a review of the book “The Official Spartan Field Manual” by halo cannon in which goes
into a break down of the background behind the book then moving onto discussing the contents of the
book and how it relates to the greater canon of the halo series and referring to other pieces of halo
media that the book relates to, then finishing the review with a conclusion about his opinion on the
book and discussing whether his audience should pick the book up or not with a rating of the book .
• The reason for why people would want to watch this youtuber and his reviews is because it fit into the
media theory of uses and gratification as his reviews fulfil his audience different needs as one need it
fulfils is telling them what to expect from the book but not going into too much detail to spoil the
whole book for those who want to go out and buy it and read it for themselves, but also whether the
book is worth picking up or not, it also fulfils his audiences need for belonging or community as his
video provide a media platform for fellow halo fans who would be his main audience as his channel
theme is relating to do with the game series halo, to come together and talk about their favorite
franchise with each other.
Halo cannon. (7 Oct 2018). The Official
Spartan Field Manual -
Review/Analysis. Available:
<https://www.youtube.com>/watch?v=Cvek
OYwiQ0g. Last accessed 04/02/21.
22. Source 15 The Legend of
Zelda Twilight Princess - PBG
• Here we have a review of the game “the legend of Zelda twilight princess” by peanut butter
gamer in which he discusses aspect of the game such as the story and gameplay and what he
likes about the game but also some gripe he has with the game whilst at the same interjecting
comedic skit and jokes throughout the video then finishing with a conclusion about the game
and whether its worth picking up or nor.
• The reason for why people would want to watch this youtuber and his reviews is because it fit
into the media theory of uses and gratification as his reviews fulfil his audience different
needs as one need it fulfils is providing funny entertainment for the viewer with the comedic
skit and jokes, he doses throughout the majority of the video, but also it fulfils the need of the
audience wanting to know what expect from the game and whether it worth picking up and
buying, but also he video provide a platform for those in his audience to fulfil their need of
belonging and community as they can talk to like minded people in the comment section,
who’s favorite hobby may be playing and talking about video games.
peanuttbuttergamer. (30 Nov 2019). The
Legend of Zelda Twilight Princess - PBG.
Available:
<https://www.youtube.com>/watch?v=RrplH
8SuGxQ. Last accessed 04/02/21.
23. Source 16 GOH CATCHES
SUICUNE!? | Pokémon
Journeys Episode 53 Review
• Here we have a review of the of the Pokémon journeys anime episode “GOH CATCHES SUICUNE!? |
Pokémon Journeys Episode 53 Review” to which he discuses the plot of the episode and what he liked
and disliked about the episode but also interjecting a comedic bit at the beginning of the episode and
finishing his review with a score or rating out of ten.
• The reason for why people would want to watch this youtuber and his reviews is because it fit into the
media theory of uses and gratification as his reviews fulfil his audience different needs as one need it
fulfils is that it informs his audience on whether the episode is worth watching or not through the
rating system but also it provides entertainment for those who’s need are just to watch something to
forget about the problems of life for a while, but it also fulfils the audience need for belonging and
community as his videos provides a space for those in the Pokémon community to chat with each other
and discuss their likes and dislikes.
lumiosetrainer zac. (31 Jan 2021). GOH CATCHES
SUICUNE!? | Pokémon Journeys Episode 53 Review.
Available:
<https://www.youtube.com>/watch?v=0DVRoEep6YA.
Last accessed 05/02/21.
24. Source 17 Scott Pilgrim VS
The World The Game VS The
Completionist
• Here we have a review of the game “Scott Pilgrim VS The World The Game“ by the complitionist in
which he has done a review to see if the game still stands tall today when it first released and is worth
picking up and playing, to which he goes into some background about the game but also sharing his
own opinion on the game and the experience he had with it back when it was first released but also
how it relates to the scott pilgrim vs the world IP all whilst discussing positives and negatives about the
game before moving onto his conclusion about the game and whether his audience should pick it up or
not and finishing with his standard rating system.
• The reason for why people would want to watch this youtuber and his reviews is because it fit into the
media theory of uses and gratification as his reviews fulfil his audience different needs as one need it
fulfils is informing the audience whether the game, they plan on buying is a good purchase decision but
also his reviews provide a media platform for those who are a fan of video games to talk and discuss
with like minded individuals who share a passion for the media of video games.
the complitianist. (3 Feb 2021). Scott Pilgrim VS The
World The Game VS The Completionist. Available:
<https://www.youtube.com>/watch?v=eLxDFsZ35H0&t=
26s. Last accessed 05/02/21.
25. Source 18 Why are YouTube
stars so popular?
• Here we have an article “ why are youtube stars so popular” by the guardian to which it discusses the
aspect as to why youtubers are so popular with millennials by first going over a survey done by
Jeetendr Sehdev of the University of Southern California in 2014 and 2015 which asked 13–18-year-olds
to rate 10 celebrity's and 10 youtuber across a range of quality's including influence to which youtuber
took the top 5 and youtubers again took the top 6 this time beating celebrity's such as Bruno mars and
Taylor swift to which it then explain why as youtuber are seen by their audience as engaging,
extraordinary and relatable, but that also they give and authentic experience to their viewers,
• The media theory this article relates to is the media theory of uses and gratification as it shows us why
target groups such as millennials seek out content relating to youtubers is because they fulfil the
audience need for an authentic and real experience but also a sense of relatability to the content
creator as many youtuber are seen by their audience as just like their audience regular people living
their own normal lives but recording and sharing those experience with their audience who they have
built a trust with, through relatability, entertaining their audience and providing a platform for their
audience to come together and socials with each other over their likes and dislikes creating a sense of
belonging and community.
Stuart Dredge. (Wed 3 Feb 2016). Why are YouTube stars
so popular?. Available:
<https://www.theguardian.com>/technology/2016/feb/
03/why-youtube-stars-popular-zoella. Last accessed
05/02/21.
26. Bibliography
• Ivan Tanta. (2014). Media Research : Croatian journal for journalism and the media. hrcak. Vol. 20 (2), 85-111.
• communicationtheory. (25 jan 2012). Two Step Flow Theory. Available: https://www.communicationtheory.org/two-step-flow-theory-2/. Last accessed 09/02/2021.
• EMPATHIQ. (22/5/15). Understanding the history of online reviews. Available: <https://reviewconcierge.com>/lessons/online_review_survival_course/5/understanding-the-history-of-online-reviews. Last
accessed 07/10/20.
• game theory. (14 Dec 2013). Game Theory: What's Wrong with the AVGN?. Available: <https://www.youtube.com>/watch?v=EnOmfGMM_yg. Last accessed 07/10/20.
• Sponsokit. (Mar 9, 2018 ). More people than ever are turning to YouTube for product reviews. Available: <https://medium.com>/sponsokit/more-people-than-ever-are-turning-to-youtube-for-product-
reviews-4956d3647e34. Last accessed 07/10/20.
• superadmin. (May 14, 2014). History Smackdown: The Evolution of Film Criticism. Available: <https://www.nyfa.edu/student-resources/history-smackdown-the-evolution-of-film-criticism>/. Last accessed
08/10/20.
• DJ Sprague. (dec 20 2019). The History and Evolution of Online Reviews. Available: <https://blog.shopperapproved.com>/the-history-and-evolution-of-online-reviews/. Last accessed 08/10/20.
• chatter meter. (June 20th, 2019). The History of Online Business Reviews. Available: <https://www.chatmeter.com/blog/the-history-of-online-business-reviews/>. Last accessed 08/10/20.
• jangbricks. (7 Oct 2020). Exclusive LEGO House Tree of Creativity set reviewed! 4000026. Available: <https://www.youtube.com>/watch?v=relONHA2orA. Last accessed 09/10/20.
• somecallmejohnny. (19 Sep 2020). Johnny vs. Crash Twinsanity | A Gem in a Bunch of Rough. Available: <https://www.youtube.com>/watch?v=o5Mn30BvjbI. Last accessed 09/10/20.
• chris stuckman. (8 Oct 2018). Venom - Movie Review. Available: <https://www.youtube.com>/watch?v=B20M-75QvDk&t=231s. Last accessed 09/10/20.
• Jeremy Herbert. (6 Jul 2020). 2020 LEGO Harry Potter 4 Privet Drive 75968 Review!. Available: <https://www.youtube.com>/watch?v=f4OaKli6N2w&t=212s. Last accessed 21/10/20.
• jeremy jahns. (14 Feb 2020). Sonic The Hedgehog - Movie Review. Available: <https://www.youtube.com>/watch?v=gCf6eMtH2Ag. Last accessed 21/10/20.
• ant dude. (7 Nov 2013). Ace Attorney: Dual Destinies - Dude Reviews. Available: <https://www.youtube.com>/watch?v=YAR7cewbVyk. Last accessed 21/10/20.
• Focie. (9 Jul 2017). Ghost Trick: Twisty goodness! - Retroversy Review. Available: <https://www.youtube.com>/watch?v=cT3Tt5VjkHo. Last accessed 04/02/21.
• Halo cannon. (7 Oct 2018). The Official Spartan Field Manual - Review/Analysis. Available: <https://www.youtube.com>/watch?v=CvekOYwiQ0g. Last accessed 04/02/21.
• peanuttbuttergamer. (30 Nov 2019). The Legend of Zelda Twilight Princess - PBG. Available: <https://www.youtube.com>/watch?v=RrplH8SuGxQ. Last accessed 04/02/21.
• lumiosetrainer zac. (31 Jan 2021). GOH CATCHES SUICUNE!? | Pokémon Journeys Episode 53 Review. Available: <https://www.youtube.com>/watch?v=0DVRoEep6YA. Last accessed 05/02/21.
• the complitianist. (3 Feb 2021). Scott Pilgrim VS The World The Game VS The Completionist. Available: <https://www.youtube.com>/watch?v=eLxDFsZ35H0&t=26s. Last accessed 05/02/21.
• Stuart Dredge. (Wed 3 Feb 2016). Why are YouTube stars so popular?. Available: <https://www.theguardian.com>/technology/2016/feb/03/why-youtube-stars-popular-zoella. Last accessed 05/02/21.
