USES AND GRATIFICATION THEORY ADD TO GLOSSARY Uses

USES AND GRATIFICATION THEORY

ADD TO GLOSSARY Uses & Gratification Theory: audiences use the media for their own pleasure and gratification. They choose media depending on their moods, needs and desires. They are active in determining the content of the media they choose to consume. The media has no power, and people shape the media via ratings and buying power; the media merely gives the public what they ask for.

ADD TO GLOSSARY Quantitative research: based on statistical data collected via surveys, polls and questionnaires. Qualitative research: subjects are interviewed in depth about specific aspects of the media, detailed responses are encouraged.

USES & GRATIFICATION THEORY Read pgs 232 -234 from Heinemann Media Answer these questions: 1. 2. 3. 4. 5. 6. 7. 8. Where and when did theory originate from? Who researched theory further, and when did they do this? What two focus questions does this theory centre on? Explain how this theory sees the audience as being. Explain how, according to this theory, audiences choose the media they consume, including what affects their choices. Explain how this theory uses quantitative research, and how this research can impact on the media producers? How does watching soap operas demonstrate this theory? Explain 3 different criticisms of this theory.