The Uses and Gratifications theory: a theory explaining the many reasons why an audience will consume a media product and how they will use it.
Surveillance
- finding out about relevant events
- seeking advice
- satisfying curiosity and general interest
- learning and education
Social Interaction
- gaining insight into the 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
- enabling one to connect with friends and family
Diversion
- escapism
- relaxation
- cultural or aesthetic enjoyment
- filling time
- emotional release
Personal Identity
- finding reinforcement for personal values
- identifying with valued other (in the media)
- gaining insight into one’s self
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