The Use and Gratifications Theory

♡ The Use and Gratifications Theory ♡

The uses and gratifications theory assumes audiences actively seek out media to satisfy individual needs.

How/Why do we consume Media?

• Information
• Personal Identity 
• Integration and Social Interaction (personal relationships)
• Entertainment

Information ♡

• Finding out about relevant events and conditions in immediate surroundings, society and the world
• Seeking advice on practical matters or opinion and decision choices
• Satisfying curiosity and general interest (documentaries e.g: Planet Earth)
• Learning; self-education
• Gaining a sense of security through knowledge.
• Movies, Documentaries, Books, Music, Social Media, Leaflets, Newspapers

Personal Identity ♡

• Finding reinforcement for personal values
• Finding models of behaviour (role models e.g: Ariana Grande)
• Identifying with valued others (in the media) (often celebrities - gaining fashion or makeup inspiration. e.g: James Charles for makeup inspiration/ Kylie Jenner for fashion inspiration )
• Gaining insight into ones self 

Entertainment ♡

• Escapism, or being diverted, from problems (watching TV programs to make yourself feel better)
• Relaxing 
• Filling time (whilst doing homework to make it less boring, at a hospital)
• Emotional release (watching a sad movie, e.g: The notebook)
• Sexual gratification eg: Magic Mike

Integration and Social Interaction (personal relationships) ♡

• Gaining insight into circumstances of others; social empathy
• Identifying with others and gaining a sense of belonging 
• Finding a basis for conversation and social interaction (becoming friends with someone because they watch the same program e.g. - Rupaul's Drag Race)
• Having a substitute for real-life companionship (if you haven't got and relationships in real life, you can relate to a character)