the uses and gratifications theory
The uses and gratification theory assumes audiences actively seek out media to satisfy individual needs. What do people do with the media? Interact, entertain, escapism, education, information, personal identity. What are their underlying motives for using said media? What are the pros and cons of this individual media use? Information Finding 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. Leaning and self education. Gaining a sense of security through knowledge. Personal identity Finding reinforcement for personal values. Finding models of behaviour. Identifying with valued others (in the media). Gaining insight into ones self. Entertainment Escapism, or being diverted, from problems. Relaxing Filling time Emotional release Sexual gratification Integration and social intera...