Uses and Gratification Theory

1. Uses and
Gratification Theory
Thuvaaragan Kuruparan

3. Uses and Gratification Theory
 Uses and Gratification theory is an approach to
understanding what people get out of using
particular media that fulfils their personal
preferences.
 Elihu Katz introduced the Uses and Gratification
theory, when he discovered that majority of people
use media to their advantage.
 When Katz expanded and published the theory in
1974, he stated that ‘individuals choose to use
different texts for different purposes.’

4. Personal Identity
 Personal identity is when the viewer compares their life
with the life of a character within the film. Individuals
who have similar lives to a character begin to feel close
with the character as they can relate well to them. On
the other hand, viewers can compare their lives to a
character in the film and find many differences between
the two personalities. This leaves the viewer thinking
about these differences.
 This aspect of the theory can be applied to our film as
through watch the characters behave, audiences can
choose if they character is acting in an appropriate way or
in a foolish way. They can then chose which is the right
model to follow. Also by watching how the characters
behave on screen, the audience can learn how o react to
similar situations.

5. Information
 The way this applies to our production is by people
becoming curious and intrigued about our product
through word of mouth and marketing strategies.
Therefore, by watching our product, the audience
will find out what the film is about and, satisfying
their curiosity and interest.

6. Integration and Social
Interaction
 Gaining insight into circumstances of others; social
empathy - The audience of our film begin to
sympathize for Daniel as they see how he is strugling
with daily life.
 Finding a basis for conversation and social
interaction - After watching the film the audience
can form interactions with each other by discussing
the film and how it personally made them feel.

7. Entertainment
 Escaping or being diverted from problems – By
watching our production, the audience will be able to
forget about their personal problems (momentarily)and
divert their attention to the film.
 Relaxing – By watching our production, some audience
members can gain pleasure if they find film relaxing
and entertaining to watch.
 Filling time – Most of our audience can fill their spare
time with watching the movie. This way they will
receive entertainment and relaxation when they have
time.
 Emotional Release – Some of our audience will
sympathize for our main protagonist, Daniel as in the
film he seems to be helpless and depressed.