The uses and gratifications model represents a change in how media effects are studied from the audience's perspective rather than the media's. It focuses on why people choose to consume certain media and what needs they fulfill by doing so. The theory argues that audiences are active participants who make their own choices about media consumption to fulfill social and psychological needs like surveillance of their world, confirmation of personal identity, strengthening personal relationships, and diversion or escape from their own lives.

1. Uses and gratifications

2.  The model represents a change in
thinking, as researchers began to describe
the effects of the media from the point of
view of audiences.
 The model looks at motives of people who
use the media – if we want to watch
something we will.
The theory

3.  We are in control of what we consume
and we are in control of the media.
 We are using the media to gratify
ourselves - if we keep watching and
consuming it they keep producing it. But
if we don’t they stop making it, which
gives us control.
Gratification (feeling fulfilled/happy)

4.  The theory makes the audience active as they
choose what they want to consume, they are not
forced into consumption. The media simply
makes the product.
 We also take things I how we want to take it in.
 We are all exposed to the exactly the same
products but we just take different messages
from them as an individual.
 Every product relates and makes you feel
something personal.
The Theory

5.  That audiences have social and
psychological needs which generate
certain expectations about mass media
and what they are exposed to.
 The audience are the active participant
and it allows them to make choices.
The Theory Argues…

6.  Surveillance
 Personal identity
 Personal relationships
 Diversion
The 4 Needs…

7.  This model is about awareness
 We use the mass media to feel secure and
to gratify a desire for knowledge – we
know what is happening around the world
and in other peoples lives.
 Based around the idea that people feel
better having the feeling that they know
what is going on in the world. For
example; we watch the news as it is a
reliable source)
Surveillance

8.  This explains how being a subject of the
media allows us to confirm our identity and
positioning ourselves into society.
 This is seen in music videos, films, magazines
etc.
 Pop stars are often a big role model inspiring
young children (which is why there is always
an outrage when they do something wrong
as other copy.)
 Another example is when magazines look at
what ‘look’ celebrities have to copy them.
Personal Identity

9. This section come under 2 parts ;
- Relationship with the media
- Using the media with relationships
Personal Relationships

10.  We form companionships with the
characters that we watch on television
shows and in films.
 This is quite an intimate experience as
watching them on a regular basis gets you
attached.
Personal Relationships – with the
media

11.  Sharing the same favourite programmes
often can start conversations/relationships
with others.
 Families and friends sit down together to
watch the TV which forms a bond.
Personal Relationships – In real
life

12.  A Form of escapism – we sometimes
watch TV so that we can forget about our
own life and problems and get immersed
into someone else's.
 We could want to experience thing they
are experiencing.
 We use the media to get away and make
ourselves feel better.
Diversion