Uses and Gratification theory proposes that individuals actively select media and content to fulfill personal preferences and satisfy specific needs or desires. Elihu Katz introduced the theory in the 1970s to understand why people choose certain media. The theory suggests that people use media in different ways to fulfill different needs and goals, such as for entertainment, social interaction, information, and personal identity.

1. USES AND GRATIFICATION
THEORY
Brownwonder Productions

3. USES AND GRATIFICATION THEORY
 Uses and Gratification theory is an approach to understanding
what people get out of using particular media that fulfils their
personal preferences.
 Elihu Katz introduced the Uses and Gratification theory, when
he discovered that majority of people use media to their
advantage.
 When Katz expanded and published the theory in 1974, he
stated that ‘individuals choose to use different texts for different
purposes.’

4. PERSONAL IDENTITY
 Personal identity is when the viewer compares their life with the life of a
character within the film. Individuals who have similar lives to a character begin
to feel close with the character as they can relate well to them. On the other
hand, viewers can compare their lives to a character in the film and find many
differences between the two personalities. This leaves the viewer thinking about
these differences.
 This aspect of the theory can be applied to our film as through watch the
characters behave, audiences can choose if they character is acting in an
appropriate way or in a foolish way. They can then chose which is the right
model to follow. Also by watching how the characters behave on screen, the
audience can learn how o react to similar situations.

5. INFORMATION
 The way this applies to our production is by
people becoming curious and intrigued about
our product through word of mouth and
marketing strategies. Therefore, by watching our
product, the audience will find out what the film
is about and, satisfying their curiosity and
interest.

6. INTEGRATION AND SOCIAL
INTERACTION
 Gaining insight into circumstances of others;
social empathy - The audience of our film begin
to feel scared and nervous for Lucy as they fear
for her safety.
 Finding a basis for conversation and social
interaction - After watching the film the
audience can form interactions with each other
by discussing the film and how it personally made
them feel.

7. ENTERTAINMENT
 Escaping or being diverted from problems – By
watching our production, the audience will be able to
forget about their personal problems (momentarily)and
divert their attention to the film.
 Relaxing – By watching our production, some audience
members can gain pleasure if they find film relaxing and
entertaining to watch.
 Filling time – Most of our audience can fill their spare
time with watching the movie. This way they will receive
entertainment and relaxation when they have time.
 Emotional Release – Some of our audience will
sympathize for our actress, Lucy, as in the film she is
vulnerability is taken advantage of.