Uses & Gratifications theory and Reception theory

1. THEORETICAL RESEARCH
AUDIENCE THEORIES
By Mariana Tugulea and Adrianna Karpiel

2. Uses & Gratifications
• Jay G. Blumler and Elihu Kats claim that the audience of a film has specific
needs that they satisfy through the media. Therefore, people tend to ‘escape’
from their lives by watching a certain film, in which they find themselves
reflected in the text of the film. Also, people often tend to learn something
after watching a film.
• So, because romantic dramas have such an emotional impact on the
audience, Adrianna and I are going to use this theory in order to find out what
specific needs the audience has, so we can apply them to our trailer.

3. Reception theory
• This theory is an approach to the analysis
of a text that focuses on the scope for
‘negotiation’ and ‘opposition’ on the part
of the audience, which means that the
audience of a film interprets what their
see based on their own experiences and
cultural background. This also reinforces
the Pluralism theory which suggests that
it doesn’t matter who runs the media, as
the audience will mediate the information
given in their own way.
• Therefore, Adrianna and I are going to
make a use of both Gratifications and
Reception/Pluralism theory in order to
give the audience what they want to see,
but also allow them to interpret the text in
their own way.