Audience – Uses & gratifications theory

Lois Evans

Uses and Gratifications

This theory suggest that media audiences play an active role in interpreting and integrating media into their own lives. The theory approaches why people actively seek out specific media forms to fulfil their needs. There are four different activities audiences are assumed to participate in:

.Diversion – Escape from everyday problems , an emotional release. Distraction from everyday norms – Satisfying hobby/Filling time. Also, to entertain – something to look forward to

Personal Relationships – Substitution of media for companionship. Developing relationships e.g. Having the same thing to talk about – similar interests.

Personal Identity or Individual Psychology – Self understanding. Finding reinforcement for personal values/Gaining insight into ones self and finding out more about you.

Surveillance – Using media to find out what is around us and about recent events – staying up to date with news/Seeking advice on common matters. E.g. newspapers