Uses and Gratification Theory focuses on why audiences use media rather than how media affects people. It suggests audiences use films for entertainment, social interaction, personal identity, and information. Producers aim to entertain viewers and provide what audiences want to maximize profits. For a film targeting 16-25 year olds, this theory recommends focusing on entertainment and education through relatable characters to engage the social audience.

1. Uses and Gratification TheoryYoung target audience

2. Conceptual model of Uses and Gratification Theory

3. The Theory Uses and gratifications theory focuses on why the public use the media rather than what the media consists of and how it effect peopleIt also suggests four ways in which audiences use the media i.e. Films:Entertainment the text provides pleasure for the audience, this can also be described as ‘escapism’ escaping, or being diverted, from problems. Also to relax, maybe to film time or used as an emotion release Social interaction: films, the news or recently aired television programmes are common topics of discussion; using these topics for social interaction Personal identity: We can relate to the characters, groups or particular film stars, who we may even may even be role-models to us. Also to find a sense of belonging, and to find reinforcement for our own person values. Information: The media are full of information which we feel we have to use, also to gain a sense a security through knowledge, and to satisfy curiosity or general interest The main focus for film producers is to provide entertainment for the viewer, they provide what most audiences want to make a maximum amount of money. They want their film to be ‘talked about’ and therefore through social interaction people will want to see the film.

4. How to develop this theory and incorporate ideas into our filmAs our target audience is from the age of 16-25 roughly, we will focus on entertaining and using a didactic approach to teach our audience as our films genre is ‘documentary’.As our audience is very social we will use characters that are relatable to this audience, or characters to use as role-models