The 'Uses and Gratifications Theory' asks "what do people do with the media?" rather than "what does the media do to people?"
The model looks at the motives of the people who use the media as the audiences needs have social and psychological needs which generate certain expectations. The audience is the active participant because this allows them to make choices on what they want to consume.
The model is broken down into 4 different needs:
1. Surveillance
2. Personal Identity
3. Personal Relations
4. Diversion
Surveillance is based on people having a feeling that they have a better understanding on what is going on in society and the world around us.
Personal Identity explains how being a subject of the media allows us to confirm the identity and positioning of ourselves in society. When consuming a media product we directly associate to the product making us feel gratified and able to relate to the product
Personal Relationships (with media) is when people use media forms such as TV to create a companionship - there will always be something on to suit your mood and will never let you down (like a friend).
Diversion is simply when an audience consumes a media product to take their mind off their everyday lives.
No comments:
Post a Comment