the uses & gratifications theory

name a magazine: hello

why do buyers read it? know what's going on in the world, what's happening to their favourite celebrities.

objectives:

• to identify 4 key concepts of the uses and gratifications theory
• to be able to apply the theory to various medias and identify key features used to attract audience

The 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:

what do people do with media?
interact, entertain, educate, escapism, integration, personal identity, information

what are the underlying motives for using said media?


what are the pros and cons of this individual media use?

how/ why we interact with the media:

• entertainment 
• education
• escapism
• interaction

personal identity:

• finding reinforcement from personal values
• finding models of behaviour
• identify with valued others
• gaining insight on one left 

entertainment:

• escapism, or being diverted from problems
• filling time
• relaxing
• emotional release
• sexual gratifications

integration and social interaction:

• 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

sky sports football:

• information
• entertainment
• personal identity

family guy:

• entertainment
• education
• interaction

guardian newspaper:

• information
• education
• entertainment
• personal identity

Facebook:

• interaction
• educate
• entertainment

call of duty:

• entertain
• interaction
• educate

who wants to be a millionaire:

• entertain
• educate
• interaction

capital music:

• entertainment
• information
• escapism