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    Uses and Gratification Theory Slides

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    Ruth Ambita

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    Uses and Gratification Theory Slides

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    7 views5 pages

    Uses and Gratification Theory Slides

    Uploaded by

    Ruth Ambita

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    USES AND GRATIFICATIONS THEORY

    Jordan Cruickshank
    DEFINITION
     Uses and Gratifications Theory is a popular approach to
    understanding mass communication. The theory places more
    focus on the consumer, or audience, instead of the actual
    message itself by asking “what people do with media” rather
    than “what media does to people” (Katz, 1959) . It assumes
    that members of the audience are not passive but take an
    active role in interpreting and integrating media into their own
    lives. The theory also holds that audiences are responsible for
    choosing media to meet their needs. The approach suggests
    that people use the media to fulfil specific gratifications. This
    theory would then imply that the media compete against other
    information sources for viewers' gratification. (Katz, E.,
    Blumler, J. G., & Gurevitch, M. 1974)
    BASIC MODEL
    It is suggested that the uses and gratifications theory has to fulfil one the following when we
    choose a form of media:
     Identify- being able to recognise the product or person in front of you, role models that
    reflect similar values to yours, aspiration to be someone else.
     Educate - being able to acquire information, knowledge and understanding
     Entertain – What you are consuming should give you enjoyment and also some form of
    ‘escapism’ enabling us to forget our worries temporarily.
     Social Interaction – the ability for media products to produce a topic of conversation
    between other people, sparks debates (etc who is left on the x-factor)

     Uses and gratification theory can be seen in cases such as personal music
    selection. We select music not only to fit a particular mood but also in attempts to
    show empowerment or other socially conscience motives. There are many
    different types of music and we choose from them to fulfil a particular need.
    APPLIED TO THE INTERNET
    Over the past 10 years the internet has played a large part in the way the uses
    and gratifications theory is perceived
     Internet allows us to identify more products and people, due to search
    engines like Google we can search for anything, enables the audience to
    come closer to their role models. Music has benefited because of websites
    like YouTube enabling us to watch any music video we choose
     Wikipedia and other factual websites enables us to learn whenever we like, it
    may be argued that the internet has developed our education massively in
    the last 10 years.
     YouTube, ITunes, 4od etc are just a few of the numerous websites that give
    us an opportunity to be entertained whenever we please
     Facebook, blogs and other social websites enable us to socialise while
    online
     Internet enables us to have freedom and escape all our worries at a click of
    a button. Having access to websites that can give us happiness and a
    release from the daily grind.
    CRITICISM
     Many people have criticized this theory as they believe the public has
    no control over the media and what it produces. It can also be said to
    be too kind to the media, as they are being 'let off the hook' and do
    not need to take responsibility for what they produce.
     The theory takes out the possibility that the media can have an
    unconscious influence over our lives and how we view the
    world. The idea that we simply use the media to satisfy a given need
    does not seem to fully recognize the power of the media in today’s
    society. (I.e daytime TV is aimed for housewives)
     ‘Media consumers have a free will to decide how they will use the
    media and how it will effect them.’ This may be argued as media can
    be manipulative such as the news in its use of hegemony.
     However this theory may be more relevant in modern society as the
    internet and satellite TV such as Sky enables us to have much more
    freedom and control over what we consume in relation to the pre-
    internet and analogue TV.

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