Uses and Gratifcation

Hey guys, today I'm going to be talking about the uses and gratifications theory. So, what is the uses and gratifications theory?


Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.


Bulmer and Katz theory suggests that we chose to watch certain programmes it satisfies a need-we USE a programme to GRATIFY or please ourselves.
 
We identify the four main uses and gratifications as:


Information/Education

• being able to acquire information and understanding about relevant events
• learning/self-education
• seeking advice and influence on decision making

Personal Identity

• seeking model behaviour
• gaining insight into one's self
• finding reinforcement for personal values
• establishing role model values similar to yours

Social Interaction

• finding a basis for conversation
• gaining a sense of belonging
• enabling one to connect with others
• social empathy (understand another's experience)

Entertainment

• escaping the stress of reality and relaxing
• emotional release
• receiving aesthetic enjoyment filling time
• sexual arousal