The uses of gratifications theory

The uses of gratifications theory

The uses of gratifications theory assumes the audiences actively seek out media to satisfy individual needs.

INFORMATION:

• 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.

Exp. Documentary, NHS leaflet, Books, Music and social media.

PERSONAL IDENTITY:

• Finding reinforcement for personal values.
• Finding models of behaviour. (ads for clothing brands which influence my fashion choice)
• Identifying with valued others.
• Gaining insight into ones self.

Entertainment:

• Escapism, or being diverted, from problems. (watching tv to make yourself feel better.)
• Relaxing.
• Filling time.(watching tv when your at the hospital waiting, to fill time.)
• Emotional release.(Watching a sad movie) 
• Sexual gratification.

Integration and social integration:

• 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.(Becoming friends with someone because they watch the same programme e.g. Im a celebrity get me out of here.)
• Having a substitute for real life companionship. ( If you haven't got a special relationship in real life, you can try relate to a character.)