Uses and Gratifications Theory The Uses and Gratifications

Uses and Gratifications Theory • The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. • The Uses and Gratifications Theory looks to answer three questions: 1. What do people do with the media? 2. What are their underlying motives for using said media? 3. What are the pros and cons of this individual media use?

Why do we watch TV? Why do we read newspapers? Why do we watch films? Why do we use the internet? • Surveillance • Identity • Relationships • Diversion

Surveillance • 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

Personal Identity • Finding reinforcement for personal values • Finding models of behaviour • Identifying with valued other (in the media) • Gaining insight into ones self

Relationships • 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

Diversion • Escaping, or being diverted, from problems • Relaxing • Getting intrinsic cultural or aesthetic enjoyment • Filling time • Emotional release • Sexual gratification