the uses and gratification theory

1. The uses and gratification
theory
SOPHIE PURCHON

2. What is the uses and gratification theory?
The uses and gratification theory got published in 1974 by
researchers Blulmer and Katz, the theory states why do people
use the media and what do they use it for, rather than what does
the media does to people. They stated that individuals might
choose and use the media for one of the following purposes:
 Information
 Personal identity
 Integration and Social Interaction
 Entertainment
Since then, the list of Uses and Gratifications has increased, as
new media forms have come along (e.g video games, the
internet), therefore people have more reasons to use media.

3. 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