Uses and gratification

The approach of uses and gratification focusses on why people use particular media rather than on content. It looks at a main point of 'what people do with media?' which allows a variety of responses and interpretations. Some have argued that gratifications can be seen as effects e.g. thrillers are likely to generate similar responses across all audiences.

Uses and gratification came about in the 1940's but underwent a revival in the 70's and 80's. U & G theorists argue that people's needs influence how they use and respond to a medium. Zillmann has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV programme may gratify different needs for different individuals. Different needs are associated with individual personalities, stages of maturation, backgrounds and social roles.

A study in the uses and gratification tradition would have involved an audience completing a series of questions about why they might watch a particular programme. Denis Mcquail found out this:

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
  • learning; self-education
  • gaining a sense of security through knowledge Personal Identity
  • finding reinforcement for personal values
  • finding models of behaviour
  • identifying with valued other (in the media)
  • gaining insight into one's self
    Integration and Social Interaction
  • 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
  • having a substitute for real-life companionship
  • helping to carry out social roles
  • enabling one to connect with family, friends and society
    Entertainment
  • escaping, or being diverted, from problems
  • relaxing
  • getting intrinsic cultural or aesthetic enjoyment
  • filling time
  • emotional release
  • sexual arousal

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