Uses and Gratifications Theory

Uses and gratifications theory –

This theory was developed as a response to other outdated theories. For example, the hypodermic needle effect was one of the first theories to suggest that audiences were not a mass unit and were not all passive. The suggestion is that active audiences seek out and use different media texts in order to satisfy a need and to experience different pleasures including:

Entertainment and diversion – Some people consume media texts to escape from the routine of everyday life – suggesting that people do not have to experience reality to become interested and involved in something. An example of this is watching a fantasy or sci-fi based film.

Information and education – some text are consumed when people want to know what is going on in the world, or to find out more about the world. For example, watching a documentary. Also, newspapers and the news keep people informed about what is going on it the world.

Social interaction – Some media texts are ‘of the moment’ and are discussed as they happen. People will watch the latest films, or play the latest games in order to keep up with the rest of society, and to talk to others about their experience.

Personal identity – The idea that audiences will gain pleasure from some media texts because they can either relate to them, or are able to compare their lives with the people featured in the text. An example of this is a soap opera, where the audience can empathies with certain characters.