USES AND GRATIFICATIONSJaymelouise Hudspith

WHAT IS USES AND GRATIFICATIONS?

“It focuses on why people use media. In contrast to the concern of the 'media effects' tradition with 'what media do to people‘, U & G can be seen as part of a broader trend amongst media researchers which is more concerned with 'what people do with media', allowing for a variety of responses and interpretations. However, some commentators have argued that gratifications could also be seen as effects: e.g. thrillers are likely to generate very similar responses amongst most viewers. And who could say that they never watch more TV than they had intended to? Watching TV helps to shape audience needs and expectations.”

Denis McQuail:

Informationfinding 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-educationgaining 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

Blumler & Katz (1974)

Escape and Diversion from everyday life - The story is larger than life, presenting an imagination that takes over the characters reality, an extreme form of escapism, which parallels the audience's own personal needs.

Surveillance and Information - The audience watch the protagonist and gain information about him, they enjoy discovering the story and characters. The short film may also provide information on the world as it is.

Personal Relationships - The short film represents a starting point for discussion, where the audience and like minded people can discuss the film and forge relationships, an opportunity for personal interaction.

Personal Identification - The main character is a young adult male (the same as my core demographic) with a vivid imagination. He may be relatable in many ways for the audience, providing satisfaction for them, however he represents an extreme of a spectrum on which the audience is situated. Showing them how his reality has been obscured.