uses and gratification theory
TRANSCRIPT
Uses and Gratification theory
Blumler and Katz’s uses and gratification theory suggests that media
users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfils the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.
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 general interest
– Learning; self-education
– Gaining a sense of security through knowledge
PERSONAL IDENTITY
– finding reinforcement for personal values
– finding models of behaviour
– identifying with valued other (in the media)
– gaining insight into one's self
SOCIAL INTERATION
– gaining insight into circumstances of others
– identifying with others
– finding a basis for conversation and social interaction
– having a substitute for real-life company
– helping to carry out social roles
– enables one to connect with family, friends and society
ENTERTAINMENT
– escaping, or being diverted, from problems
– relaxing
– getting basic cultural or visual enjoyment
– filling time
– emotional release
Information
Get the latest news/information about Franz Ferdinand's new album.
Personal Identity
The ‘letters’ article on page 12, would be relatable as we may like the same bands the other readers are writing about/gone to the same concert/watched the same thing etc. We also may find reinforcement for personal beliefs- eg opinions on a band.
Social Interaction
Muse’s ‘bizarre on the road facts’ (page 7) could be a point for social interaction and finding a basis for conversation, as they could talk about how ‘bizarre’ they were. Also gaining insight into Muses personal life. Page 5 Dorain and Kate’s plans after the split- also gains insight into their circumstances.
Entertainment
‘The UK’S No1 gig guide’- can be read to fill time, looking at all the good gigs. Also can be used to escape or divert problems, as we can imagine ourselves at the gigs talked about, and ponder whether we want to go or not.