Uses and Gratifications Theory

1. Uses and Gratifications Theory James, Darby, Yasmin, Katie

2. Definition This is the idea that different people will process the information they get from the media in different ways.

3. History • In 1948, Harold Lasswell suggested that the various media forms has these function for society and people: • Surveillance • Correlation • Entertainment • Cultural Transmission • Based on Abraham Maslow’s hierarchy of needs (1954). The individual selects the media texts that will suit their needs and attempt to satisfy those needs. • Jay Blumer and Elihu Katz expanded this theory and published their own in 1974. They stated that different people might use the text for the following purposes: • Diversion • Personal Relationships • Personal Identity • Surveillance

4. Diversion • The need for escape, entertainment and relaxation. • Being directed away from the general problems and routines that occur in every day life. • People do this through the media by watching programmes such as game shows and quizzes.

5. Personal Relationships • Our need to interact with other people. • This is when the audience will use the media for emotional needs and for a sense of real life interaction. • They can do this through substituting their family and social life by experiencing the relationships and interaction of others. (e.g. Soaps & Sitcoms)

6. Personal Identity • Our need to define our identity and sense of self. • When people use characters and personalities to define themselves and social behaviour. • You can find yourself reflected in texts whilst learning values and behaviours. (e.g. celebrities and children’s programmes)

7. Surveillance • Our need to know what is going on in the world. • The need for information/ visuals about the world around us. (e.g. news, weather reports etc.)

8. Strengths • Audience is seen as active and intelligent. (e.g. flipping through channels) • Life experience is seen as more influential than the experience of the media. • Pleasures that the audience receive are not seen as negative by the audience.

9. Weaknesses • Optimism about the choices and power the audience has on the media can distract us from the power certain texts have. • Ownerships and media institutions can influence the messages and understandings the audience receive. • Neglects socio-economic factors – people have different interests based on culture and religion. • We might not have control or choice over the things that we view in media.