Uses and Gratifications theory
The uses and gratifications theory assumes audiences actively seek out media to satisfy individual needs.
2 types of audiences
Passive- consuming the media, without interpreting it in any way or making any opinions,
Active-audiences do actively consume media texts, they form opinions and make interpretations.
How/why do we consume media?
Personal identity
Finding reinforcement for personal values
Finding models of behaviour
Identifying with valued others (in the media)
Gaining insight into ones self
Information
Finding out about relevant events and conditions in immediate surrounding, society and in 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
Entertainment
Escapism, or being diverted, from problems.
Relaxing
Filling time
Emotional release exp. playing graphic and violent video games to control the individuals anger
Sexual gratification
Social interaction (personal relationships)
Gaining insight into circumstances of others, social empathy exp. soap storylines
Identifying with others and gaining a sense of belonging
Finding a basis for conversation and social interaction
Having a substitute for real life companionship
Helping to carry out social roles exp. should you be following covid rules?
Enabling one to connect with family friends and society
PIES
NRS social grade
Grime moodboard
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