Uses and Gratifications Theory

Uses and Gratifications Theory


The definition itself is associated with the audience and how and why people use media: what people do with media' more so than what media does to people. Uses and gratifications theory focuses upon the different ways in which people emotionally/physically connect to what they are watching/reading/hearing. Whether media is used as an act of escapism and that person may depend on media to make them feel a certain way, however it may be that it used as a form of socialising and creating relationship with others. It may even be used in hope in finding themselves and their own identity or it may just simply be used to discover information and events that are happening.


Most theorists say that there are 4 different ways in which media is used by audience members:

Diversion: (Escapism) When the media is used as a way of helping you escape from reality and hide away into continually consuming a piece of media such as: Watching a TV program everyday (EastEnders or The real Housewives of Orange County)

Personal Relationship: Using the media to form relationships with others, to feel apart of a social group or to even create your persona. Such as: Twitter, Facebook or YouTube.

Personal Identity: This would be when media is used to help you discover yourself or to learn perhaps the history of your origins/background. Such as (For me it would be watching a documentary on Palestine as this is where I am from therefore I would be discovering the elements of the country in which I associate myself with). It may also be watching a documentary on the Music industry as this may be your passion in which you wish to pursue.

Lastly...

Surveillance: This is simply finding out information on celebrities and their lifestyle, when/why they are visiting a certain place and doing specific events. E.g. CD/book signing.

Viewers typically tend to have a favourite genre type as they are ensured of what types of feelings and emotions in which that specific genre is going to provide them with, such as a Rom-Com: as this will help the viewer to escape emotionally and become attached to the characters in the film.

Where as in a horror film, the viewer would perhaps become familiar with the villain and the heroic figure and therefore aspire to act in a similar manner.

As my genre of film is a documentary it can always be difficult in knowing the emotions in which this type of film will provide the viewer with, as the contents of a documentary can vary from Environmental issues, Animal documentaries, money/ the economy( e.g. benefit street) or in my case political issues. As my film is about the conflict between Palestine and Israel and is conveying of the happenings that sparked this issue and why it still continues to this day. My film may create realisation, anger/frustration or sympathy and melancholy. Emotionally and physically they may want to actively contribute and want to help resolve the situation however it may leave them feeling upset and dispirited after seeing the true reality of the issue and the effect it has on my sufferers out there.