Audience Needs
Aim: To investigate audience needs theory, with reference to uses and gratifications.
The Uses and Gratifications Theory
- The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs.
The Uses and Gratifications Theory looks to answer three questions:
1. What do people do with the media?
2. What are their underlying motives for using said media?
3. What are the pros and cons of this individual media use?
Why/How do we consume Media?
- Information
- Finding to about relevant events in society and the world
- Seeking advice
- Satisfying curiosity and general interest
- Learning; self-education
- Gaining a sense of security through knowledge
- Personal Identity
- Finding reinforcement for personal values
- Finding models of behaviour
- Identifying with values others
- Gaining insight into others
- Integration and Social Interaction
- Gaining insight into circumstances of others
- Identifying with others and gaining a sense of belonging
- Finding a basis for conversation and social interaction
- Having a substitute for real-life companionship
- Entertainment
- Escapism
- Relaxing
- Filling time
- Emotional release
- Sexual gratification
- Education
- Escapism
My personal table:
Hi Mayan,
ReplyDeleteGreat notes. Please reply to this message and show me how audiences could get a number of the uses or gratifications from one media product by picking a film of your choice and showing how the film offers for example escapism, entertainment and information.
Thanks
Mr H