uses and gratifications

The Hypodermic ModelThe Hypodermic Model

• A major problem with relying on A major problem with relying on Demographic data is that it can lead Demographic data is that it can lead the media to believe that they could the media to believe that they could ‘predict and control’ behaviour if only ‘predict and control’ behaviour if only they knew enough about the they knew enough about the ‘consumers’‘consumers’

• This is called ‘The Hypodermic This is called ‘The Hypodermic Model’ of audience behaviourModel’ of audience behaviour

The Hypodermic ModelThe Hypodermic Model

• Psychographic models (Like VALS or Psychographic models (Like VALS or UK Tribes) try to understand the UK Tribes) try to understand the values, attitudes and lifestyles of values, attitudes and lifestyles of individualsindividuals- but they still tend to - but they still tend to stereotype people into a limited stereotype people into a limited number of categories.number of categories.

• An alternative approach is to use the An alternative approach is to use the ‘U&G’ model.‘U&G’ model.

Uses & GratificationsUses & Gratifications

• This approach focuses on how people use This approach focuses on how people use the media rather than on how the media the media rather than on how the media effects the audience. effects the audience.

In contrast to the concern of the 'media In contrast to the concern of the 'media effects' tradition with 'what media do to effects' tradition with 'what media do to people' (which assumes a homogeneous people' (which assumes a homogeneous mass audience and a 'hypodermic‘ view of mass audience and a 'hypodermic‘ view of media),media),


• A study in the U & G tradition might A study in the U & G tradition might typically involve audience members typically involve audience members completing a questionnaire about completing a questionnaire about why they watch a TV programme.why they watch a TV programme.

• Denis McQuailDenis McQuail offers the following offers the following reasons for media use:reasons for media use:


InformationInformation• finding out about relevant events in the finding out about relevant events in the

immediate surroundings, society and the worldimmediate surroundings, society and the world

• seeking advice on practical matters or opinion seeking advice on practical matters or opinion and decision choicesand decision choices

• satisfying curiosity and general interestsatisfying curiosity and general interest

• Learning and self-educationLearning and self-education

• gaining a sense of security through knowledgegaining a sense of security through knowledge


Personal IdentityPersonal Identity• finding reinforcement for personal finding reinforcement for personal

valuesvalues

• finding models of behaviourfinding models of behaviour

• identifying with valued others (role identifying with valued others (role models in the media)models in the media)

• gaining insight into one's selfgaining insight into one's self


Social InteractionSocial Interaction• gaining insight into circumstances of others gaining insight into circumstances of others • identifying with others and gaining a sense identifying with others and gaining a sense

of belongingof belonging• finding a basis for conversation and social finding a basis for conversation and social

interactioninteraction• having a substitute for real-life having a substitute for real-life

companionshipcompanionship• helping to carry out social roleshelping to carry out social roles• Connecting with family, friends and societyConnecting with family, friends and society


EntertainmentEntertainment• escaping, or being diverted, from escaping, or being diverted, from

problemsproblems

• relaxingrelaxing

• cultural or aesthetic enjoymentcultural or aesthetic enjoyment

• filling timefilling time

• emotional releaseemotional release

Uses & Gratifications 2010Uses & Gratifications 2010

Renfrew,Goldberg & ZilcaRenfrew,Goldberg & ZilcaFive entertainment dimensionsFive entertainment dimensions

• CommunalCommunal

• Aesthetic Aesthetic

• Dark Dark

• ThrillingThrilling

• CerebralCerebral


Communal dimensionCommunal dimension

Media that involve people and Media that involve people and relationships, including: daytime chat relationships, including: daytime chat shows, romantic films, pop music, and shows, romantic films, pop music, and cook books. Women tended to score cook books. Women tended to score higher on the "communal" dimension. higher on the "communal" dimension.


Communal dimensionCommunal dimension


Aesthetic dimensionAesthetic dimension

Creative, abstract material, Creative, abstract material, including: poetry, opera, and foreign including: poetry, opera, and foreign films. films.


Aesthetic dimensionAesthetic dimension


Dark dimensionDark dimension

Intense, edgy, hedonistic material, Intense, edgy, hedonistic material, including: heavy metal, horror films including: heavy metal, horror films and erotica. Less conscientious and erotica. Less conscientious people gravitate toward the "dark”. people gravitate toward the "dark”.


Dark dimensionDark dimension


Thrilling dimensionThrilling dimension

Adventure and fantasy material such Adventure and fantasy material such as thrillers and sci fi. Men tend to as thrillers and sci fi. Men tend to score higher on the "thrilling" score higher on the "thrilling" dimension.dimension.


Thrilling dimensionThrilling dimension


Cerebral dimensionCerebral dimension

Documentaries, news and current Documentaries, news and current affairs. affairs.

Conscientious people tended to score Conscientious people tended to score highly on the "cerebral" dimension. highly on the "cerebral" dimension.


Cerebral dimensionCerebral dimension

uses and gratifications

Education