Uses and gratification theory examines why audiences actively seek out media and what they gain from their media use. It identifies four main gratifications or needs that media use can fulfill: information, personal identity, integration and social interaction, and entertainment. The theory focuses on understanding the specific needs audiences are trying to satisfy with their choice of media and argues that gratifications received can also influence audiences' future needs and expectations.

1. Uses and gratification theory

2.  An American-born theorist of communication
and media
 Born: 1924
 Education: London School of Economics
 Written works:
The Uses of Mass Communications
The Crisis of Public Communication
Television and the Public Interest

3.  An American born sociologist
 Born: 1926
 Education: Columbia university
 Written works:
The Uses of Mass Communications
The Crisis of Public Communication
Television and the Public Interest

4.  Information
 Personal identity
 Integration and social interaction
 Entertainment

5.  Learning self-education, satisfying curiosity,
gaining a sense of security through
knowledge
 Finding models of behaviour, reinforcement
of personal values
 Helping to carry out social roles, connecting
with family and friends, social empathy
 Filling time, emotional release, escaping
problems

6.  Understanding why and how people actively
seek out specific media to satisfy specific
needs
 What audiences do with and for the media
 Focuses on why people use particular media
 Some commentators have argued that
gratifications could also be seen as effects:
e.g. thrillers are likely to generate very
similar responses amongst most viewers
 Some commentators also argue that watching
TV helps to shape audiences needs and
expectations

7. Creativity,
morality,
spontaneity,
problem solving
Confidence, respect
from and for others,
achievement
Love/
belonging,
family, friends,
partnership
Security of
body,
habitat,
property,
rescores
Food,
water,
sleep

8.  Depending on which stage in which a person is placed on
Maslow’s hierarchy of needs gives an indication on the kind
of media text a person will seek out, for example a young
child most likely won’t be interested in watching a
document on the 9/11 because they are lower down on the
scale than an empathetic adult being higher up on the
scale.
 A person supposedly cannot reach a stage successfully
unless all other stages below are secured
 The more stages secured, the more of a mentally
developed person you are and so the kind of media text
these people would seek out would be more information
on issues in the world to gain more knowledge
 People who do not reach as far up the pyramid are
generally less balanced, less developed mentally and don’t
analyse information as much and so the kind of media text
these people would seek out is more likely to be a
distraction from negative aspects of their life or simple
entertainment

9. Why do people use
media?
What do people do
for the media?