Media Theory: Uses and Gratifications

The Uses and Gratification theory is how the audience are responsible for interpreting and integrating media into their lives. The theory approaches why people view different forms of media to fulfil their needs. There are 5 different types of reasons why people watch media.

1) Information and Education - This part looks at the

media that specialises in the telling people new information.

For example we use the news to keep us informed on current affairs. on the other hand we are educated by watching

programs such as documentaries.

2) Entertainment - People seek entertainment from the mass media to feel emotions such as laughter, cry or for deep thinking.

3) Personal Identity - We look up to people on mass media and see

them as role models. We like to view are roll models in the media

because we learn from them. For example people watch shows like

keeping up with the Kardashians because they look up to and want to be like these celebrities.   

4) Integration and Social Interaction - This is the gossip side of the media and how people talk about the media with other people. Also this section covers image community.

5) Escapism - This involves computer games and adventure films and covers the idea that people want to escape their lives and be someone different for the time they are consuming the mass media.

The main point in this is that the audience is able to structure what media they consume to their needs.