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 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.

Sky sports football

Information

Entertainment

Personal identity