Uses and gratifications theory focuses on why people use media and what people gain from media use, rather than how media affects people. It recognizes that people can have varied responses to and interpretations of media. Some benefits people seek from media include information, entertainment, social interaction, and personal identity. Specific gratifications identified include escape from problems, learning, social interaction, and emotional release.

1. USES AND GRATIFICATIONS
Jaymelouise Hudspith

2. WHAT IS USES AND GRATIFICATIONS?
“It focuses on why people use media. In contrast to
the concern of the 'media effects' tradition with
'what media do to people‘, U & G can be seen as
part of a broader trend amongst media researchers
which is more concerned with 'what people do
with media', allowing for a variety of responses and
interpretations. However, 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. And who
could say that they never watch more TV than they
had intended to? Watching TV helps to shape
audience needs and expectations.”

3.  Denis McQuail:
 Information
 finding out about relevant events and conditions
in immediate surroundings, society and the world
 seeking advice on practical matters or opinion
and decision choices
 satisfying curiosity and general interest
 learning; self-education
 gaining a sense of security through knowledge

4. Personal Identity
• finding reinforcement for personal
values
• finding models of behaviour
• identifying with valued other (in
the media)
• gaining insight into one's self

5.  Integration and Social Interaction
• gaining insight into circumstances of others;
social empathy
• identifying with others and gaining a sense
of belonging
• finding a basis for conversation and social
interaction
• having a substitute for real-life
companionship
• helping to carry out social roles
• enabling one to connect with family, friends
and society

6. Entertainment
• escaping, or being diverted, from
problems
• relaxing
• getting intrinsic cultural or aesthetic
enjoyment
• filling time
• emotional release
• sexual arousal

7. Blumler & Katz (1974)
Escape and Diversion from
everyday life - The story is larger than
life, presenting an imagination that
takes over the characters reality, an
extreme form of escapism, which
parallels the audience's own personal
needs.

8. Surveillance and Information -
The audience watch the
protagonist and gain information
about him, they enjoy discovering
the story and characters. The
short film may also provide
information on the world as it is.

9. Personal Relationships - The
short film represents a starting
point for discussion, where the
audience and like minded people
can discuss the film and forge
relationships, an opportunity for
personal interaction.

10. Personal Identification - The main
character is a young adult male (the
same as my core demographic) with a
vivid imagination. He may be relatable
in many ways for the audience,
providing satisfaction for them,
however he represents an extreme of
a spectrum on which the audience is
situated. Showing them how his reality
has been obscured.