Uses and gratification

The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. 


The Uses and Gratifications Theory looks to answer three questions: 
  1. What do people do with the media?
  2. What are their underlying motives for using said media?
  3. What are the pros and cons of this individual media use.

Why do we consume media?
  1. Information
  2. Personal Identity
  3. Integration and Social Interaction (personal relationships)
  4. Entertainment
  5. Education
  6. Escapism
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
Learning; 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 oneself

Entertainment:
Escapism, or being diverted from problems
Relaxing
Filling time
Sexual gratification 

Integration and social integration:
Finding reinforcement for personal value
Finding models of behaviour
Identifying with valued others (in the media) 
Gaining insight into oneself





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