10.uses and Gratifications

Uses and gratifications theory
U&G
 Arose originally in the 1940s and underwent a revival in

the 1970s & 1980s
 Most of the theories on media explained about the effects
media had on people. It is the theory which explains of how
people use media for their need and gratification.
 In other words we can say this theory states what people
do with media rather than what media does to people. Also
this theory is contradictory to the magic bullet theory
which states the audience is passive.
 This theory has a user/audience-centered approach .Even
for communication (say inter-personal) people refer to the
media for the topic they discuss with themselves.
U&G
The uses and gratifications theory suggests
four ways in which audiences use any other
media texts.
the text provides pleasure for the audience,
this is often characterized as being 'escapist'.
 (a person who seeks distraction and relief
from unpleasant realities, especially in the
form of entertainment or fantasy)
films, the news or last night's television
programs are common topics of discussion;
we use the media to feed this social
interaction.
 We may identify with particular film stars,
who we may even use as role models.
the media are full of information which we
are at liberty to use.
The theory denies that the texts can affect

individuals unless he or she wants it to.
Example watching movies
Most films are produced as entertainment for
this is what audiences most want and
therefore the film is most likely to make
money.
Any film that becomes much talked about can
be considered an 'event movie'.
If you have not seen the 'event movie' then
you are likely to be left out of conversations.
Hollywood's box office suffered in 2000
through the lack of an 'event movie';
in 1999 the Star Wars prequel, The Sixth

Sense and The Blair Witch Project were all
films that generated buzz
Most films do not set out to provide
information (documentaries aside), though
they may do so as a 'side-effect‘
For example, in Britain people most often see
North American society represented in films,
which is physically distant to them
They see their own country represented less
frequently; for Anglo-Asians the absence is
much greater.
Five types of gratification
There are several needs and gratification for
people they are categorized into five
categories.
Cognitive needs
Affective needs
Personal Integrative needs
Social Integrative needs
Tension free needs
Cognitive needs:
People use media for acquiring knowledge,
information etc.
Among the audience some of them have
intellectual needs to acquire knowledge for
e.g. quiz programs on TV, in order to acquire
knowledge and information you will watch
news to satisfy the need, search engines in
the internet.
Eg docs, news analysis , current affairs
Affective needs:
It includes all kinds of emotions, pleasure and
other moods of the people.
People use media like television to satisfy
their emotional needs
The best example is people watch serials and
if there is any emotional or sad scene means
people used to cry.
Personal Integrative needs:
This is the self-esteem need. People use
media to reassure their status, gain
credibility and stabilization.
Thus, people watch TV and assure

themselves that they have a status in society.
For e.g. people get to improve their status by
watching media advertisements like jewelry
ad , furniture’s ad and buy products, so the
people change their life style and media helps
them to do so.
Social Integrative needs:
It encompasses the need to socialize with
family, friends and relations in the society.
For social interaction now a days people do

not seems to have social gathering in
weekend, instead they do such social
interaction using media like the social
networking sites such as facebook,
Instagram, twitter etc to satisfy their need.
Another example is you may not watch the
particular serial regularly but because your
friend watching, you also start watching so
that you have common topics for discussion.
Pop culture?
Tension free needs:
People sometimes use the media as a means
of escapism and to relieve from tension
For e.g. People tend to relax watching TV,

listening to songs and for satisfying their
need and relaxing from all the tension.
PS: The needs are individual in nature, and
how u satisfies the need is individualistic.
E.g.: That’s why some watch news to relax

and some get more tension by watching
news. Program is same but people use it for
different needs.
Why do people watch reality
shows?
Taking TV today, most people watch reality
shows because
It is more realistic
For entertainment
Interesting
New concepts (different from other
programs)
In a way you can participate
Controversy, people crying
Sensationalism
Social media is making people
narcist!
Multiple studies have discovered that
excessive use of social media can trigger
narcissistic personality traits
These days, people use social media to stalk
and look into others affair rather than
connecting with each other
Moreover, people tend to abuse or make fun
of others on such platforms rather than
winning hearts and minds (The guardian,
2021)
FOMO?
A German study found that depressed and
anxious people are more likely to use social
media , stalk people and get jealous of other
people’s lives
A research conducted in 2012 found out that
posting status updates on Facebook reduces
feelings of loneliness
Another research discovered that activity on
Twitter can potentially increase happiness
In fact, active social media use can ward off
depression and anxiety
ASSUMPTIONS
Gives the consumer power to discern what
media they consume
The assumption that the consumer has a

clear intent to use media
Contradicts previous theories such as mass

society theory.
Mass society theory
It states that people are helpless victims of
mass media produced by media gaints.
Media affects the audience like bullets.
Contrary to this, U&G is unique in its

assumptions
The audience is active and its media use is
goal oriented.
People have enough self-awareness of their

media use, interests, and motives
Value judgments of media content can only

be assessed by the audience
Media dependency Theory
It is an extension of or an addition to the
Uses and Gratifications Approach, though
there is an indirect difference between the
two theories
 Media Dependency looks at audience goals

as the origin of the dependency while the
Uses and Gratifications approach emphasizes
audience needs
Both, however, are in agreement that media
use can lead to media dependency
This theory states that the more dependent

an individual is on the media for having his or
her needs fulfilled, the more important the
media will be to that person.
 DeFleur and Ball-Rokeach (1976) described
dependency as the correlating relationship
between media content, the nature of society,
and the behavior of audiences.
Criticism of Uses and
gratification theory :
The uses and gratification theory does not
consider the power of media
More audience-centered
https://www.youtube.com/watch?v=-
y04gexkpn8&list=WL&index=4

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Uses and gratifications theory

 Arose originally in the 1940s and underwent a revival in

The theory denies that the texts can affect

in 1999 the Star Wars prequel, The Sixth

Thus, people watch TV and assure

For social interaction now a days people do

For e.g. People tend to relax watching TV,

E.g.: That’s why some watch news to relax

The assumption that the consumer has a

Contradicts previous theories such as mass

Media affects the audience like bullets.

Contrary to this, U&G is unique in its

People have enough self-awareness of their

Value judgments of media content can only

 Media Dependency looks at audience goals

This theory states that the more dependent

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