2. Basic Principles
• The theory revolves around the idea that
audiences and individuals chose different
texts to gratify a range of needs and wants
Gratification assumes that the audience is
not passive, but are actively interpreting and
seeking the media that they consume
3. 4 main needs and desires
• Diversion – a way to escape from everyday
life and routine
• Personal Relationship – using the media for
interaction
• Identity –looking for reflections of a self
imagine in different texts
• Surveillance – information that proves
useful in peoples day to day life
4. Applied to music Videos
• Diversion – music channels are readily available
and used to fill time and escape boredom
• Relationship – often music can be associated with
a feeling or person and the video can help extend
this
• Identity – viewers feel they can relate to an image
portrayed by artists
• Surveillance – through videos people can gain a
snapshot into a culture or way of life they other
wise would not experience
5. criticisms
• The theory sates that the more dependent
and individual is to a certain type of media
the more important it becomes to them
• Some people claim that media is all push
and people have no power over what is
produced
• The Theory is centred on the audience and
audience theories aren't always reliable
6. criticisms
• The theory sates that the more dependent
and individual is to a certain type of media
the more important it becomes to them
• Some people claim that media is all push
and people have no power over what is
produced
• The Theory is centred on the audience and
audience theories aren't always reliable
