Uses and Gratification Theory

Uses and Gratification Theory Uses and Gratification theory focuses on ‘what people do with media’ rather than ‘what media does to people’. It is a popular apporach to understanding mass communicaiton. The theory suggests that people use media, not only for entertainment as such; but for also to meet their needs in specific moments in their lives. This approach has implied that the media now have to compete to grab the attention of their viewers needs and gratification. This has created a theory that the media must find ways to engage the audience, whether it be through their past or current experiences/ emotions; and make it appeal to them. An example of uses and gratification would be ‘Personal Identification’, this would be linking to me, so for example a film that I find links to me in a personal aspect would be mean girls. This would be because it is a modern film, set in a high school with older teens. The plot is about girl friends; it also contains alot of humour. The reason why I chose this film is because I am still in school and spend the majority of time with my friends. Another form of uses and gratifications theory is ‘Information’ for example a film with a historical background, a reason why I would watch a film like this would be because I want to learn a bit about histotry and generations. A few examples are; Gladiator, this is set in Ancient Greek times; and focuses alot on the romans a few other films that are similar are Troy, and also One Million Years BC which is a 1966 British adventure/fantasy film; set in the time of cavemen. As well as Personal Identification and Information, a popular gratification is ‘Entertainment’ in other words, the porducers have to try and make sure that what the viewers are consuming gives them enjoyment and also enables them to forget about their current problems. A film I would watch for entertainment would be Jurrassic Park, this is because its an action film so it takes all of my attention away from anything else and I focus on the storyline. Another reason why I find it entertaining is because the actors are young so they easily relate to me. Lastly, ‘social interaction’ the kind of thing I would watch on TV to spark social interaction would be Waterloo road, or Britains got talent. This is because it produces a topic and almost a topic that everyone has in common. And also if I was watching it with someone our reactions and comments would be entertaining. And it would also start debates and opinionated conversations. A popular critisism about the Uses and Gratifications theory is that the public and their thoughts and feelings have control what the media do. Which isnt right because the media has responsibility for the influences it puts over the publics lives.