This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.

2. This theory allows a greater understanding if mass
communication to be obtained. Whereas alternative theories focus
greatly the actual message of the media by asking 'what media
does to people, uses and gratification theory focuses on the
consumer, or audience, and looks more at the concept of 'what
people do with media'.
Members of the audience are seen as being actively involved in
interpreting and integrating media into their own lives. Such an
approach to audience analysis suggests that they are responsible
for choosing media to meet their needs, thus implying that people
use the media to fulfil certain gratifications.

3. • Identify - the consumer should be aware that the product or person they
are viewing reflects values similar to their own, or evokes some sort of
feeling of aspiration.
• Educate - the consumer is able to acquire information, knowledge and
understanding through their choice of media
• Entertain - many consumers choose their form of media to view in order
to gain enjoyment something which comes hand in hand with the idea of
'escapism' (enabling us to forget our worries and break from reality
temporarily)
• Social interaction - debates within society are sparked when media has
the ability to produce a topic of conversation, therefore many people
The basic model of this theory suggests that
when an audiences chooses a form of media, one
of the following has to be fulfilled:

4. An effective example of this theory in action is seen
through a consumers personal music choice. Music is
chosen to suit a particular mood, whilst arguably
attempting to show empowerment or other socially
conscious motives. There are a variety of different
types of music and different audiences choose them to
fill particular needs at a particular time.

5. With the advancements in online technology and the internet,
over the past decade Uses and Gratification Theory can be
strongly related to the internet, and the internet has played a
significant role in that way in which the theory is received:
1.Identify - the internet allows a consumer to become closer to their role models,
through search engines offering instant access to an abundance of information.
2.Educate - Wikipedia and other factual websites enable us to learn and expand our
knowledge whenever we want. Subsequently, it could be claimed that the internet has
redefined and developed education massively over the years.
3.Entertain - YouTube, iTunes and TV on demand such as ITV hub, All4 and BBC
iPlayer allow us to be entertained whenever we please. The wide variety of different
programmes that can be accessed on these platforms means there is something out
there for all consumers.
4.Social interaction - the enhancements of social media platforms such as Facebook,
twitter and Instagram, as well as blogs allow us to socialise with a variety of different
people whilst online,

6. This theory is often criticized as it has been claimed the public has no
control over the media and what it produces, whilst allowing the media
to just produce whatever they want with no considerations or
boundaries. The theory simplifies the use of media to just being to
satisfy the consumer, and many argue that it fails to realise the sheer
power the media has in todays society, especially when it comes to
having an unconscious influence over our lives.
This theory is definitely more relevant and prominent in today's
society as internet and satellite TV (Sky) enables us to have a lot more
freedom and control over the TV and media we consume.