The Uses and Gratifications model is an audience theory that justifies why people spend time engaging with certain types of media. It classifies audience motivations into 4 categories: personal identity, information, entertainment, and social integration. The model suggests people use media to reinforce personal values, learn, be entertained through escape or relaxation, and connect with others for understanding, belonging, and interaction.

1. Uses and Gratifications
PIES

2. Audience theory
Uses and Gratifications Model
This audience theory model justifies why people spend their time engaging with
certain types of Media. This is classified into 4 categories, Personal Identity
Information, Entertainment and Social Integration.
Personal Identity Information
P1) Finding reinforcement for personal I1)Finding out about relevant events
values and conditions in immediate
P2) Finding models of behaviour surroundings, society and the world
P3) Gaining insight into one's self I2) Seeking advice on practical matters
P4) Identifying with already gained or opinion and decision choices
values I3) Satisfying curiosity and general
interest
I4) Learning; self-education gaining a
sense of security through knowledge

3. Audience theory
Uses and Gratifications Model
This audience theory model justifies why people spend their time engaging with
certain types of Media. This is classified into 4 categories, Personal Identity
Information, Entertainment and Social Integration.
Entertainment Social Integration S1) Gaining insight
E1) Escaping, or being diverted, from into circumstances of others; social
problems empathy
E2) Relaxing S2) Identifying with others and gaining
E3) Getting intrinsic cultural or a sense of belonging
aesthetic enjoyment S3) Finding a basis for conversation and
E4) FIlling time social interaction
E5) Emotional release S4) Having a substitute for real-life
E6) Sexual arousal companionship
S5) Helping to carry out social roles
S6) Enabling one to connect with
family, friends and society