ACTIVE AUDIENCES USES AND GRATIFICATIONS THEORY USES AND

USES AND GRATIFICATIONS 1974 s s Assumes an ACTIVE audience Asks “WHY DO PEOPLE

USES AND GRATIFICATIONS 1974 s Gratification can come from; s Content of a programme

USES AND GRATIFICATIONS 1974 s People’s NEEDS influence how they use and respond to

USES AND GRATIFICATIONS 1974 s The same programme may gratify different needs in different

USES AND GRATIFICATIONS 1974 s 1. 2. 3. 4. Blumler and Katz identified FOUR

USES AND GRATIFICATIONS 1974 RIDS Relationships Identity Diversion Surveillance

CASE STUDY LIFESTYLE MAGAZINES s Lifestyle magazines offer a range of uses and gratifications

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ACTIVE AUDIENCES USES AND GRATIFICATIONS THEORY

USES AND GRATIFICATIONS 1974 s s Assumes an ACTIVE audience Asks “WHY DO PEOPLE WATCH TV? ” Or “WHAT DO PEOPLE DO WITH THE MEDIA? ” Focuses on the ways audiences can benefit from a media text not its content

USES AND GRATIFICATIONS 1974 s Gratification can come from; s Content of a programme s Familiarity with a genre (Soap Operas) s General exposure to the media s Social context (how we watch it with family, friends etc)

USES AND GRATIFICATIONS 1974 s People’s NEEDS influence how they use and respond to the media s Task - if you were bored what sort of programme would you choose to watch? s Task - if you were “stressed-out” what sort of programme would you choose?

USES AND GRATIFICATIONS 1974 s The same programme may gratify different needs in different people s Audience needs depend on ALL aspects of our background, personality and situation.

USES AND GRATIFICATIONS 1974 s 1. 2. 3. 4. Blumler and Katz identified FOUR reasons for using a media text. Diversion - escape from everyday issues Personal relationships - using the media for interaction e. g. substituting family for soap operas Personal identity - learn behavior and values from texts. Identify with characters. Surveillance - useful information e. g. weather reports, news etc

USES AND GRATIFICATIONS 1974 RIDS Relationships Identity Diversion Surveillance

CASE STUDY LIFESTYLE MAGAZINES s Lifestyle magazines offer a range of uses and gratifications for the reader, not only advice but also a sense of identity and possibly companionship and reassurance. They appear to share with their readers the problems and issues of other similar people who have also read the magazine. The magazines also appear to offer guidance and instructions of how to live a particular lifestyle as well as entertainment and escapism. The magazines also offer aspiration (ambition) in relationships, careers, material possessions and looks s (Adapted from Media Studies By Kruger et al 2001)