Uses & Gratifications Theory

Uses & Gratifications Theory

1. The reasons an audience consumes a text

2. 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

3. Personal Identity

   • finding reinforcement for personal values
   • finding models of behaviour
   • identifying with valued other (in the media)
   • gaining insight into one's self

4. 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
   • enabling one to connect with family, friends and society

5. Entertainment

   • escaping, or being diverted, from problems
   • relaxing
   • getting intrinsic cultural or aesthetic enjoyment
   • filling time
   • emotional release
   • sexual arousal